The short answer
Test the pages that matter, not the home page. Run performance, accessibility and structured data checks, and act on findings that describe a real user experience rather than chasing a number.
A score of 100 on a page nobody visits is worth less than a fixed form on the page that produces your enquiries.
What to test
| Test | What it tells you | Act on |
|---|---|---|
| Performance | How fast it feels on a real connection | Anything over a few seconds |
| Accessibility | Whether people using assistive tech can use it | All of it, mostly |
| Structured data | Whether search engines can parse your markup | Errors, always |
| Mobile usability | Whether it works on a phone | Anything that breaks a task |
| Broken links | Whether anything is dead | Internal ones first |
Accessibility findings deserve particular attention because they frequently point at things that affect everyone: poor contrast, tiny tap targets, forms that do not say what went wrong.
Test realistically
- Use a throttled mobile connection, not your office broadband
- Test a real product or service page, not just the home page
- Test the page your ads point at, because that is where money lands
- Test after a deploy, because regressions arrive quietly
- Test from the region your customers are in
The third point is the one that pays fastest. A slow landing page wastes advertising spend on every click.
Ignore the score, read the findings
Scores compress a lot into one number and move for reasons that do not matter. The findings underneath tell you what a user actually experiences.
Chasing a perfect score usually means optimising things nobody notices while leaving a form that does not work on a phone.
Make it a habit
Run the checks after significant changes rather than once a year. Performance and accessibility both degrade gradually as features are added, and the degradation is invisible until someone complains.
Most of these tools can run automatically as part of a deployment pipeline, which turns an annual audit into a continuous check.