The "Grandma Test"
If a user cannot explain what you do in 5 seconds, you have already lost them.
Most startup websites suffer from "Creator's Curse." You know your product so well that you forget nobody else does. You use jargon like "integrated synergistic workflows" instead of saying "we save you time."
The Test: Show your hero section to someone who knows nothing about your industry. Ask them two questions: 1. What does this company do? 2. Who is it for? If they hesitate, your site is leaking revenue.
Heuristic 1: The Call-to-Action Hunt
Scroll through your homepage. Is your primary Call to Action (CTA) visible on every single screen? Or do you have to scroll up/down to find it?
Every time a user makes a mental decision to buy/try, the button must be there. If they have to search for it, the impulse dies.
Heuristic 2: The "Wall of Text"
People don’t read; they scan. If your "Features" section is a block of 500 words, nobody is reading it.
The Fix: Break it up. Use icons. Use bolds. Use headers. If it can't be skimmed, it doesn't exist.
Heuristic 3: Mobile Neglect
Open your site on your phone. Try to click the menu. Try to fill out the form.
Is the font size readable without zooming? Are the buttons large enough for a thumb? Do pop-ups block the entire screen?
50%+ of your traffic is mobile. If your mobile experience is an afterthought, you are voluntarily giving up 50% of your potential revenue.
Senior Judgment Over Tools
Tools like Hotjar and Google Analytics are great for validation, but they often just confirm what common sense could have told you.
Start with the basics. Clarity. Usability. Speed. If you nail those, you’re already ahead of 90% of your competitors.