Sample Conversion Path Audit
Sports Performance Gym — Columbus, OH
Audit ID
SAMPLE-ATHLETE-GROWTH-001
Status
Leaking
Overall score
39/100
Priority fix
CTA + booking path
Reviewed path
Homepage -> Evaluation CTA -> Intake Form -> Follow-up Expectation
Primary leak
The evaluation offer is not the dominant first step, so serious parents have to decide what to book before the site has earned that decision.
Conversion Path Audit
Northline has strong training value and a real facility, but the first-step booking path is unclear. Parents see strength, speed, team training, and nutrition — but the evaluation offer is not dominant enough. Interest is not revenue until it turns into a scheduled evaluation.
First fix
Make "Book an Athlete Evaluation" the dominant next step across the homepage, header, and mobile experience. Most gyms do not have a traffic problem first. They have a path-to-booking problem.
Facility info
Seven review areas scored out of 100. Scores below 50 indicate critical friction blocking serious parents from booking.
4
Critical
3
Leaking
0
Pass
Issue
Headline is a slogan ('Train Hard. Play Better.'). A parent cannot answer 'what do you help with' in 5 seconds.
Fix
Replace slogan with a concrete benefit, who it is for, and the city.
Impact
High
Effort
Low
Issue
Three competing offers above the fold: strength, speed, and team training. No named first step.
Fix
Make evaluation the primary offer. Move programs to secondary pages.
Impact
High
Effort
Low
Issue
Five buttons above the fold. Primary CTA is visually identical to secondary links.
Fix
One high-contrast primary button. Demote everything else to navigation.
Impact
High
Effort
Low
Issue
12 fields including 'how did you hear about us' before athlete info. Mobile form breaks at field 7.
Fix
Cut to 6 fields: parent name, email, athlete name, age, sport, goal.
Impact
High
Effort
Low
Issue
Evaluation booking is two clicks deep, labeled 'Schedule a call', and opens in a new tab.
Fix
Make evaluation booking one click, labeled clearly, in-page or same-tab.
Impact
High
Effort
Medium
Issue
Coach credentials exist but are buried on an 'About' page three clicks from the homepage.
Fix
Surface one line of credibility and one real facility photo above the fold.
Impact
Medium
Effort
Low
Issue
No auto-acknowledgement. No visible reply expectation. No sequence for non-responders.
Fix
Auto-acknowledge immediately. Set 24-hour reply standard. Second message at 48 hours.
Impact
High
Effort
Medium
How a parent moves through the current path — and the corrected path after fixes.
Where families drop off
After fixes
Ranked by impact and effort. Each fix includes a concrete recommendation.
The homepage gives parents too many choices before explaining what to do first. Make 'Book an Athlete Evaluation' the primary button in the hero, header, and mobile sticky CTA.
Right now strength, speed, and team training all route through the same generic contact form. Create distinct landing paths so parents self-select based on intent.
The current form has 12 fields and asks 'how did you hear about us' before athlete info. Cut to 6 fields and move source questions to the thank-you page or follow-up email.
Coach credentials and facility photos exist but are buried. Parents need to see proof before they scroll. Add one credibility line and one real facility image to the hero.
Parents submit interest and have no idea when they will hear back. Add an auto-acknowledgement with a clear timeline and a single next step.
Specific copy changes that reduce friction and make the next step obvious.
Homepage headline
Before
Northline Performance — Train Hard. Play Better.
After
Columbus sports performance training for athletes ages 10–18. Book a 60-minute evaluation to build your plan.
Primary CTA
Before
Programs | Memberships | Schedule a Call | Contact
After
Book your evaluation →
Intake form header
Before
Contact us today to learn more about Northline Performance.
After
Book your athlete evaluation. We reply within 24 hours with available times.
Follow-up email
Before
Thanks for contacting us. Someone will be in touch soon.
After
Hi [Name], your evaluation request is confirmed. Here are three available times this week. Reply with your preference and we'll lock it in.
Speed training description
Before
Speed and agility training available.
After
Speed training for Columbus-area athletes preparing for tryouts, offseason development, and combine-style testing.
The current form has 12 fields and asks parents for information before trust is built. Here is what to keep, remove, and add.
6 fields
6 fields
2 touches
A practical 48-hour follow-up sequence preview to reduce the gap after a parent submits interest.
Thanks for requesting an evaluation. We reply within 24 hours with available times.
Hi [Name], here are three available times this week. Reply with your preference and we'll lock it in.
Hi [Name], just following up. Two spots remain this week. If none work, reply with your best alternative and we'll find a fit.
Hi [Name], wanted to check in. If timing was the issue, we can also do a brief phone call to find the right evaluation slot.
What to fix, in priority order. Most can be applied this week without a full rebuild.
Implementation summary for the person editing the site, landing page, form, or follow-up system.
Want this for your facility?
The sample above is fictional. Your audit will be written for your actual business, website, and intake path.
Reminder: this page shows a fictional illustration only. No real Northline Performance is implied. Real audits are written for the actual business that submits the form. Terms.