Know exactly why your website is not producing enquiries before you spend on fixing it.
Gully Sales audits your website and its user experience the way your customers meet it: from analytics, session recordings, interviews and hands-on testing to a scored report and a roadmap of what to fix first.
- Every finding backed by evidence you can see, not a consultant's opinion.
- A scorecard that rates each page and journey so you know where the losses are.
- A corrective roadmap ordered by impact and effort, ready to hand to any developer.
Gully Sales Private Limited audits websites and digital experiences for small and medium businesses across India; the first conversation is a free audit call.
In one paragraph
What is Website and User Experience Audits?
A website and user-experience audit from Gully Sales tells an Indian business, with evidence, why its website is not turning visitors into enquiries, bookings or orders. We gather analytics, recordings and test results, interview the people who depend on the site, score each page and journey, name the capability gaps behind the faults and hand you a roadmap ordered by impact, so your next rupee goes to the right fix.
The problem
Opinions about the website are plentiful; evidence about it is not.
Most owners we meet have already spent on the website at least once. It was redesigned, or an agency added pages, or an ads budget was pointed at it. Visits arrive. Yet the enquiry form stays quiet, the WhatsApp number gets fewer messages than the traffic suggests, and nobody can say with confidence which part of the site is losing people. Opinions fill the gap: the designer blames the content, the sales team blames the leads, and the developer says everything works.
You will recognise it as
- You can see visits in analytics but cannot trace where visitors drop off or why.
- Different people in the business give different reasons for the site's poor results.
- Customers phone or message to ask things the website was supposed to answer.
- Mobile visitors leave far faster than desktop visitors and nobody has checked why.
- Every proposed fix is a full redesign, because nobody can point to the specific fault.
- The last redesign changed the look, and the enquiry numbers stayed where they were.
What it costs the business
- Marketing budget buys traffic that the site then wastes, so cost per enquiry keeps climbing.
- Redesign money is spent on the wrong problem, and the same weaknesses are rebuilt with a new look.
- Sales spends its time on unqualified leads because the site never informed or filtered them.
- Decisions about the site are made by whoever argues loudest, not by what customers actually do.
Why it persists. The people closest to the site are the least able to see it as a customer does. Owners know the offer too well to notice what the page fails to explain. Developers test whether things work, not whether they are understood. Agencies that also sell redesigns have little reason to find small fixes. And analytics, where it exists, is rarely set up to answer the question that matters: at which step, on which device, do serious buyers give up.
If it stays unresolved. Left as it is, the site keeps taxing every other growth effort. Each campaign, listing and referral sends people to pages that quietly lose a share of them, and the business pays for the traffic twice: once to bring it, and again in the enquiries it never sees.
What changes
You get a scored report and an ordered roadmap, so the next spend is aimed.
In the first weeks
- A single evidence file: analytics extracts, session recordings, test notes and screenshots behind every finding.
- A scorecard rating each key page and journey on clarity, trust, usability, speed and conversion readiness.
- A named list of capability gaps: the tracking, content, skills and processes the site lacks to be fixed and kept fixed.
- A corrective roadmap ordered by expected impact against effort, each item specified enough to brief a developer.
In how the work runs
- One agreed account of what is wrong with the site, replacing competing opinions inside the business.
- A developer or agency brief that removes guesswork, so quotations for fixes can be compared.
- A recorded baseline for every metric that matters, so future changes can be judged against something.
In sales and marketing
- Marketing spend reaches a site that has been repaired at the points where it lost people.
- Enquiries arrive better informed, because the pages now answer the questions buyers had.
- A redesign, if one is needed at all, scoped to the faults that were found rather than to a fresh look.
In what management can see
- Technical faults that also affect how search engines crawl and index the site are recorded and passed on.
- Speed and mobile findings, which influence both search visibility and conversion, are measured page by page.
Over the longer term
- A habit of deciding about the website from evidence, which outlasts this audit.
- A repeatable scorecard, so the site can be re-audited after changes and the difference shown.
Gully Sales controls the evidence gathered, the interviews, the scorecard, the gap analysis and the quality of the roadmap. Gains in enquiries, form completion or checkout completion follow only when the roadmap is implemented, and depend on your market, offer and traffic. We never promise a number.
Who it is for
Who this audit is for, and who should not commission it.
The businesses it suits
- Owners and directors who suspect the website is underperforming but cannot prove it or say where.
- Businesses about to spend on a redesign or a larger ads budget and wanting to know what to fix first.
- Companies whose last website project changed the look but not the results.
- Manufacturers, distributors and B2B service firms whose site must qualify enquiries as well as attract them.
- Clinics, hospitals, institutes and hospitality businesses that depend on bookings and forms.
- E-commerce and D2C brands with traffic that does not turn into carts and completed orders.
- Marketing heads who need an independent view to put in front of the founder or the board.
What usually prompts the call
- A redesign quotation has arrived and nobody can say whether the current site's problems justify it.
- Cost per enquiry from ads has risen while the site has not changed.
- A new sales head or marketing head wants a factual starting point before proposing changes.
- Mobile visitors are the majority and their behaviour has never been examined.
- Two agencies or team members disagree about why the site underperforms, and it needs settling.
What Gully Sales does
The work, component by component.
Current-state evidence
We assemble what already exists about the site's performance: analytics configuration and data, search console reports, speed and mobile test results, session recordings, heatmaps, form logs and any earlier reports. Where nothing exists, we instrument enough to observe real behaviour across the audit window.
- Why it matters:
- Findings without evidence are opinions, and opinions are what the business already has too many of.
- You receive:
- An evidence file with sources, dates and the specific data behind every later finding.
- Business value:
- Every recommendation can be traced to something a customer actually did, so it survives internal argument.
Stakeholder interviews
Structured conversations with the owner, sales, customer service, marketing and, where you can arrange it, a handful of customers or dealers, to learn what the site is meant to do, what people ask that it fails to answer, and where leads arrive confused or unqualified.
- Why it matters:
- The site's failures show up first in phone calls, WhatsApp messages and sales objections, long before they show up in a dashboard.
- You receive:
- An interview summary listing recurring customer questions and the gap between what each function expects of the site and what it gets.
- Business value:
- Findings are grounded in your business and your buyers, not in a generic checklist.
Performance scorecard
Each key page and journey is scored against defined criteria: clarity of the offer, proof and trust signals, usability on mobile and desktop, speed, accessibility basics, form design and conversion readiness. Every score is explained and tied to evidence, not simply stated.
- Why it matters:
- A score lets you compare pages, decide priorities and re-measure after fixes with the same yardstick.
- You receive:
- A scorecard covering every audited page and journey, with the criteria and the evidence for each score.
- Business value:
- You can see in one view where the site is strong and where it leaks visitors.
Capability gaps
Beyond what is broken on the pages, we identify what the business lacks in order to fix it and keep it fixed: tracking that is missing, content nobody owns, a developer relationship that cannot make small changes quickly, or nobody who reads the analytics each month.
- Why it matters:
- Many sites are rebuilt and decay again within a year because the gap was in the operation, not in the design.
- You receive:
- A gap list by category: tracking, content, design, development, process and ownership.
- Business value:
- The roadmap addresses causes as well as symptoms, so the fixes stay fixed.
Prioritised corrective roadmap
Every finding becomes an action with an expected impact, an effort estimate, the evidence it rests on and enough specification to brief a developer or agency. Actions are ordered so that quick, high-impact fixes come first and larger work is scheduled only where the evidence justifies it.
- Why it matters:
- A list of faults is not a plan. Owners need to know what to do on Monday morning and what can wait.
- You receive:
- A roadmap document and a working spreadsheet you can assign, track and re-order.
- Business value:
- Spend goes to the fixes the evidence says matter most, in an order your team can actually follow.
What you will have at the end.
- An evidence file: analytics extracts, speed and mobile test results, recordings, heatmaps and screenshots, each dated and sourced.
- A stakeholder interview summary listing recurring customer questions and the gaps each function sees in the site.
- A performance scorecard for every audited page and journey, with the criteria and the evidence behind each score.
- A capability gap list across tracking, content, design, development, process and ownership.
- A prioritised corrective roadmap with impact, effort and a developer-ready specification for each action.
- A baseline sheet recording the current value of each agreed metric and how it was measured.
- A findings walkthrough with your team, recorded, so the reasoning is not lost when people change.
- An anonymised sample scorecard page and roadmap extract, shown at the free audit call so you know the format before committing.
How it runs
The engagement, step by step.
- 1
Scope and access
We agree which site, pages, journeys and devices are in scope, which enquiry types matter most, and what a successful audit would settle for you. We collect access to analytics, search console, the CMS and any recording tools already in place.
- You provide:
- Access to analytics and the site, a list of the enquiry types you value, and the names of the people we should interview.
- We produce:
- A written scope, an access checklist and an audit plan naming the criteria we will score against.
- Done when:
- Scope signed off and all access working.
- 2
Evidence gathering
We pull the existing data, set up recordings and heatmaps where none exist, run speed and mobile tests on each in-scope page, and record the site's behaviour across the audit window. We also walk each journey ourselves as a first-time customer would, on a phone and on a laptop.
- You provide:
- Permission to install a recording script, and a little developer time if tracking needs correcting first.
- We produce:
- The evidence file, with each source dated and described.
- Done when:
- Enough sessions and test results exist to support findings rather than impressions.
- 3
Stakeholder interviews
We interview the owner, sales, service and marketing, and, where you can arrange it, a few customers or dealers. Each conversation follows a structured guide so the answers can be compared, and takes well under an hour of each person's time.
- You provide:
- Introductions and a short slot from each interviewee.
- We produce:
- Interview notes and a summary of recurring questions, complaints and expectations.
- Done when:
- Every function that depends on the site has been heard.
- 4
Scoring and gap analysis
We score each page and journey against the agreed criteria, cross-check the scores against the evidence and the interviews, and draft the capability gap list. Any finding the evidence does not support is dropped rather than softened.
- You provide:
- Answers to clarifying questions as they arise.
- We produce:
- The draft scorecard and the draft gap list.
- Done when:
- Every score has evidence attached and every gap has an example.
- 5
Roadmap and walkthrough
Findings become actions with impact, effort and specification. We order them, review the draft with you, adjust for constraints you know about and we do not, and present the final report to your team in a recorded walkthrough.
- You provide:
- One review meeting and the constraints we should plan around.
- We produce:
- The final report, the roadmap spreadsheet, the baseline sheet and the walkthrough recording.
- Done when:
- You know what to fix first, why, and roughly what effort it needs.
- 6
Hand-over and next step
We brief whoever will implement, whether your developer, your agency or Gully Sales, and agree how progress against the baseline will be measured. If you want us to implement the roadmap, that is scoped and priced separately so the audit stays independent.
- You provide:
- A decision on who implements and when.
- We produce:
- An implementation brief and a re-measurement plan.
- Done when:
- The roadmap has an owner and a date for the first re-measurement.
Ways to work with us
Four ways to commission the audit, depending on how deep you need to go.
Focused journey audit
One or two priority journeys, such as enquiry, booking or checkout, audited end to end with evidence, scorecard and roadmap. The right size when one part of the site is clearly the problem.
Full website and UX audit
Every key page and journey in scope, stakeholder interviews across functions, the complete scorecard, the capability gap list and a corrective roadmap. The usual choice before a redesign decision or a larger marketing spend.
Audit with re-measurement
The full audit plus a return visit after the roadmap has been implemented, re-scoring the same criteria against the same baseline so the difference is shown rather than assumed.
Independent second opinion
A review of a proposed redesign or an agency's recommendations against the evidence, for owners who want a factual view before signing a large quotation.
Why Gully Sales
What you are actually choosing when you choose us.
We audit the site as part of your revenue system, not as decoration.
Gully Sales works across marketing, sales, channels and customer success. So the audit asks whether the site qualifies leads for your sales team, answers dealer questions and supports the funnel, not only whether it looks good and loads quickly.
Findings come with evidence; findings without evidence are dropped.
Every score and every roadmap item points to a recording, a data extract, a test result or an interview note. If we cannot show it, we do not report it, however plausible it sounds.
We are not auditing in order to sell you a redesign.
Gully Sales does build and redesign websites, but the audit is priced and delivered on its own. If the evidence says a handful of fixes will do, that is what the roadmap will say.
The report is written for the owner, not for a developer.
Plain language first, technical detail in the appendix. You should be able to read the summary and decide, then hand the detail to whoever implements without needing to translate it.
We know what Indian small and medium businesses can really implement.
A roadmap that assumes a product team and a monthly release cycle is useless to a firm with one freelance developer. Ours is ordered around what you can do with the people and budget you have.
Where it applies
The same service, in different businesses.
Manufacturing and industrial
- The situation:
- A component manufacturer's site draws visits from search and trade listings, but enquiries are few and mostly from the wrong kind of buyer.
- How it applies:
- The audit traces engineer visits through product pages, finds where specifications and contact points fail, and interviews sales about what serious buyers ask.
- Likely benefit:
- Enquiries that arrive with the right specification attached, and sales time no longer spent on unqualified ones.
Healthcare
- The situation:
- A hospital or clinic receives appointment calls, but the online booking form is rarely completed and nobody knows why.
- How it applies:
- Session recordings and hands-on mobile testing of the booking journey, interviews with front-desk staff, and a scored roadmap for the form and the pages leading to it.
- Likely benefit:
- A booking journey repaired at the step where patients actually gave up.
Distributors and dealer networks
- The situation:
- A distributor's site is meant to serve dealers and end customers at once, and satisfies neither.
- How it applies:
- Separate journeys audited for each audience, dealer interviews, and a roadmap that separates the two experiences without building two sites.
- Likely benefit:
- Dealers find what they need without phoning, and end customers stop being routed to the wrong place.
E-commerce and D2C
- The situation:
- Traffic and add-to-cart numbers look healthy, but checkout completion is poor and the cost per order keeps rising.
- How it applies:
- Checkout and product-page evidence, speed and mobile testing, and a roadmap ordered by the revenue at stake at each step.
- Likely benefit:
- Ad spend reaches a store that has been repaired where it was losing orders.
Education and training
- The situation:
- An institute's course pages attract parents and students, but admission enquiries come mostly by phone with basic questions the site should have answered.
- How it applies:
- Interviews with the admissions desk, a scorecard of course and fee pages, and a roadmap for content, proof and enquiry forms.
- Likely benefit:
- Enquiries that arrive informed, and fewer repeated calls for the same information.
Professional and B2B services
- The situation:
- A consulting or services firm has a polished site that referrals visit before calling, yet visitors who were not referred never enquire.
- How it applies:
- Trust and clarity scoring of the pages cold visitors land on, interviews with the partners who take the calls, and a roadmap for proof, offer clarity and calls to action.
- Likely benefit:
- A site that works for strangers, not only for people who were already convinced.
Questions buyers ask
Before you enquire, the answers you will want.
What exactly will the audit examine?
Everything between a visitor arriving and an enquiry, booking or order being completed. That means the pages and journeys in scope on both mobile and desktop: how clearly the offer is explained, what proof and trust signals exist, whether navigation and forms work as a first-time customer expects, page speed, accessibility basics and the tracking behind it all. We examine each against evidence from analytics, recordings, hands-on testing and interviews, rather than against a generic checklist.
What will the final report contain?
A plain-language summary for the owner, then the performance scorecard for each page and journey with the evidence behind every score, the interview summary, the capability gap list and the prioritised corrective roadmap with impact, effort and a developer-ready specification for each action. It comes with the evidence file, the baseline sheet and a recorded walkthrough, so the reasoning survives even if the people who commissioned it move on.
How long does the engagement take?
It depends on how many pages and journeys are in scope, how many people need interviewing, and whether tracking must be set up before real behaviour can be observed. A site with working analytics and one priority journey is a much shorter job than a store with many journeys and no recordings. We set the duration when we agree the scope at the free audit call, and we do not shorten the evidence window to hit a date, because findings without enough sessions behind them are not worth acting on.
What inputs are required from us?
Read access to your analytics and search console, permission to place a recording script on the site, a list of the enquiry types you value most, and introductions to the people we should interview. Each interviewee gives a short slot of their time. If tracking is missing or broken, a little developer time to correct it before the evidence window starts. Beyond that, one review meeting on the draft and a decision on who implements the roadmap.
How is success measured?
In two stages. The audit itself succeeds when every finding is evidenced, the scorecard is agreed and the roadmap is specific enough that a developer can quote against it. The business result is measured against the baseline we record before starting: qualified conversion rate, form completion, lead quality, page speed, engagement, checkout completion and cost per conversion, compared over matching periods once the roadmap is implemented. We report what moved and what did not; we do not promise the numbers in advance.
What is excluded from scope?
The audit diagnoses and prioritises; it does not implement. Design changes, development, content rewriting, ongoing conversion testing and analytics set-up beyond what the audit needs are separate services, which we can scope if you want them. We also do not audit your advertising accounts, your search rankings or your social channels except where they explain what visitors do once they arrive. The scope document lists exactly which pages, journeys and devices are included so there is no ambiguity.
How is this different from the free audit call?
The free audit call is a working conversation about your site and the numbers you already have. It tells you whether a full audit is justified, what it should cover and what it would cost. The paid website and user-experience audit is the engagement itself: evidence gathered over a proper window, interviews across your team, a scored assessment of every page and journey in scope, and a corrective roadmap you can act on. Many businesses leave the free call with enough to fix one obvious problem themselves.
How is this different from conversion rate optimisation or a redesign?
An audit is a diagnosis; the other two are treatments. Conversion rate optimisation is an ongoing programme of testing changes on a site that already has enough traffic to test. A redesign rebuilds the site. The audit tells you which treatment is needed, if any, and in what order, so you do not commission a redesign for a problem that a form fix would solve, or start testing on a site whose basic faults would swamp the results.
4 more questions
Our site gets very little traffic. Is an audit still worth doing?
Sometimes not, and we will say so at the free audit call. Behavioural evidence needs enough sessions to mean something. With very low traffic, we lean more on hands-on testing, interviews and the technical and clarity criteria, and less on recordings, and the scorecard reflects that. If your real problem is that nobody arrives, the answer is not a website audit but a look at how the site is found, and we will point you to the right service rather than sell you the wrong one.
Will you implement the fixes, or only recommend them?
The audit delivers the roadmap and a brief for whoever implements. That can be your in-house developer, your existing agency or Gully Sales. If you ask us to implement, we scope and price that as a separate engagement after the audit is delivered, so the findings are never shaped by the work we might win. Whoever does the implementation, the roadmap is written to be handed over without us in the room.
Our current agency built the site. Will the audit create conflict with them?
It should not, and it usually helps. The report is about evidence, not blame: it records what visitors do and where they stop, and orders the fixes by impact. Many agencies welcome a clear, prioritised brief in place of vague dissatisfaction. Where the evidence shows the site is fundamentally sound and only a few things need attention, the audit says so, and your agency gets credit for it. We are happy to walk the findings through with them directly.
Do you audit customer portals, dealer apps and booking systems as well as websites?
Yes, provided the tool has users we can observe and people we can interview. The same method applies: evidence of real use, interviews with the people who depend on it, a scorecard of each task flow, gaps in the way it is run, and a roadmap. Dealer portals and booking systems are often where the most valuable enquiries and orders are lost, and they are rarely examined because they sit behind a login.
Talk to us
Book a free audit call and bring the site you have doubts about.
The free audit call is a working conversation about your site and its numbers, not a pitch. If the evidence you already have points to a single fix, or to a problem outside the website, we will say so and point you there.
- No obligation and no sales script
- A reply from someone who does the work
- Your details are never sold or shared