It’s a good site. It’s just missing a front door.

We didn’t rely on opinion. The audit triangulates three lenses, and every external claim is linked so you can check our work.

1. Research-first CRO. We walked every screen through Peep Laja’s ResearchXL framework and the Conversion Sequence Heuristic. Laja’s core law: “clarity trumps persuasion,” and the value proposition — and the next step — must land in ~5 seconds.

2. Attention ratio & friction. Conversion-centered design says a page should have one primary goal, and every extra field or gate is friction that visibly costs conversions. We also read the site against how B2B buyers actually buy — mostly self-serve, sales last.

3. First-party measurement. Real Google Lighthouse runs and captured screenshots — not guesses — so the technical verdict is earned, and the credit we give the build is real.

A visitor can answer “what is this?” in five seconds. They can’t answer “what do I do next?”

Give credit where it’s due: the hero passes the 5-second test on clarity. “Commercial Cleaning Robots and Facility Automation That Actually Work” is a real value proposition, and the sub-head names the industries and the payoff. A first impression forms in about 50 milliseconds (NN/g), and this one makes a good one.

The gap is the next move. Clarity of message with no clarity of action is a dead end. Directly under the hero sit three co-equal buttons — “Request a Demo,” “Get a Free Facility Assessment,” “Explore Robot as a Service” — while the header pushes a fourth, “Get Started.” Four doors, all the same size, is the same as no door at all.

Sources: NN/g — 50ms first impression · CXL — the 5-second test · CXL — clarity trumps persuasion

“Get Started” sounds like the way in. It’s actually a password wall in front of your prices.

The single most emphasized action on the site — the blue button pinned to the top-right of every page — is “Get Started.” It leads to a “Create Account” screen whose own sub-head reads: “Register to view pricing and request quotes.” To get a number, a facility manager must supply a name, company, email, and a password of at least 10 characters with an uppercase letter, a number and a special character — or hand over their Google or Microsoft login.

That is a lot of friction and anxiety at the exact moment a buyer is deciding whether you’re worth the effort. In e-commerce, forced account creation is one of the top reasons people abandon — roughly 1 in 4 walk away rather than make an account (Baymard). For a considered B2B purchase it’s worse: the visitor isn’t mid-checkout, they’re still researching — and you’ve asked them to sign up before you’ve earned it.

“Get Started” is also the wrong verb. It’s SaaS-trial language. Nobody “gets started” on a fleet of commercial cleaning robots by making an account — they get started by talking to someone who can scope their facility.

Sources: Baymard — forced account creation & abandonment · NN/g — forcing registration · CXL — form friction

When ten buttons ask equally, the visitor picks the easiest one: leave.

The instinct here is generous — meet every buyer where they are. But the effect is choice overload. The right structure keeps that helpful content while funneling every path toward the same, single conversion event. GetUplift found that simply removing one competing secondary CTA lifted calls +18% and form completions +45% — and that’s from removing one. There are nine spares here.

The contact page is good. The trouble is everything before it.

Here’s the twist — the Contact page itself is fine. A tap-to-call number, a 24-hour response promise, an email, a headquarters, and a showroom that invites you to “come see our robots running live.” Those are real trust signals. Credit given.

The problem is that this is a destination you have to go looking for. On every other page the phone number is invisible — there’s no number and no persistent “book” button in the header, just a small “Contact” tab competing with “Sign In” and “Get Started.” A buyer who’s ready to talk has to hunt for the way to do it, while the loud button hurries them toward a password wall.

And once they arrive, the form asks for a required Subject line and a free-text Message (“Tell us about your facility and cleaning needs…”). Composition is friction: the more a form makes someone think and type, the fewer finish it (CXL). For a first touch, a busy operations manager wants to book a slot, not draft a paragraph.

Sources: Unbounce — attention ratio & primary CTA · CXL — form design & friction · NN/g — make actions obvious

The day you turn on ads or outreach, this front door decides your return.

The moment marketing sends real traffic — paid search, LinkedIn, email, a trade-show QR code — the conversion path stops being a detail and becomes the whole game. Every problem above gets multiplied by the click volume you’re paying for.

Three things need to be true before a dollar of spend pays off:

Message match. A click on “autonomous floor scrubber for hospitals” should land on a page about exactly that, with one action — not a general homepage with ten. Google explicitly rewards a strong landing-page experience with lower cost-per-click, so message-matched pages don’t just convert better — they cost less.

One conversion event. With ten different CTAs, there’s no single thing to optimize toward and no clean signal to feed back to the ad platforms. One primary action per page gives marketing something to measure and improve.

An open door. Most of a B2B purchase now happens before a buyer ever contacts sales — Gartner finds buyers spend only about 17% of the journey with suppliers, and far less with any single one (Gartner). Gating pricing behind registration blocks buyers during the exact stretch when they want to self-educate — so many never reach the stage where they’d talk to you.

Sources: Gartner — the B2B buying journey · Google — landing-page experience · Unbounce — message match

The primary action is hidden in a hamburger, and there’s no way to call.

An operations lead often first checks a vendor from a phone, on the floor. Here the mobile header is a logo and a hamburger — no phone number, no visible action. The headline eats the whole first screen; scroll past it and you meet the same three competing buttons stacked vertically (Demo / Assessment / Explore RaaS). There’s still no tap-to-call anywhere.

People barely read on the web — 79% scan rather than read word-for-word (NN/g) — so on mobile the one thing to do next has to be instant and impossible to miss. And the weight isn’t helping: at ~14 MB the page takes 3.6 s to render its main content on mobile, past the point where 53% of visitors abandon.