Sample Reports
Exactly what you get from Signal & Flow — real output from all three analysis tools, run against a fictional UK accountancy firm. No polish, no cherry-picking. This is what the reports actually look like.
UX Audit
A deep structural analysis of your site. Overall score with four sub-dimensions, top UX issues with named elements, conversion blockers, and quick wins — all in plain English and specific to what's on your pages.
- The main navigation contains 8 items at desktop and collapses to a hamburger on mobile with no visible label — violating Nielsen's visibility heuristic and making it harder for first-time visitors to understand the site's scope.
- The "Our Services" page lists 11 services in paragraph form with no visual hierarchy, making it impossible to scan — visitors looking for a specific service (e.g. VAT returns) have to read every word to find what they need.
- Contact information appears only in the footer — phone number and email require scrolling past all page content to find, creating friction at the exact moment a visitor has decided to act.
- The "Get in touch" button on the homepage links to the contact page rather than anchoring to a form or triggering a booking widget — adding an unnecessary step to the conversion path.
- All team photography uses generic stock images rather than real photos of the team — undermining the "trust built on relationships" messaging in the about section and reducing believability.
- The blog section on the homepage shows three posts with dates from 2021 — signalling to visitors that the site (and by implication the business) may be neglected or inactive.
- No pricing information anywhere on the site. Visitors researching accountants will want a ballpark figure before making contact. Complete absence of pricing signals — even a "from £X/month" — creates anxiety and pushes prospects to competitors who are more transparent.
- The primary CTA "Get in touch" appears once, at the bottom of the homepage, after all content has been scrolled past. Fogg's model requires a trigger at the moment of motivation — when a visitor is convinced they need an accountant, there is no persistent button visible to capture that moment.
- The contact form asks for seven fields including "How did you hear about us?" — significantly more than necessary for an initial enquiry. Each additional form field reduces completion rates. A name, email, and message are sufficient to start a conversation.
- There is no confirmation of response time anywhere on the site. Visitors submitting an enquiry don't know whether to expect a reply in an hour or a week — this uncertainty discourages form submission.
- Add a sticky "Book a consultation" button to the site header. This single change creates a persistent conversion opportunity on every page and captures visitors at any point in their decision-making journey — achievable with one line of CSS and a button element.
- Replace the homepage headline "Accountants you can trust" with something specific to your audience, such as "Accountancy for South West small businesses — we handle the numbers so you can focus on growth." Specific beats generic every time.
- Reduce the contact form to three fields: Name, Email, and Message. Remove "Company name", "Phone number", "Service required", and "How did you hear about us?" — these can be gathered in the first conversation. Shorter forms convert at significantly higher rates.
- Add a "We typically respond within 4 business hours" line below the contact form. This single sentence removes the response time uncertainty that discourages form submissions, and sets a professional expectation.
- Either update the blog section with recent posts or remove the dates from the three displayed articles. Visible 2021 dates actively harm credibility — they signal inactivity to every visitor who sees them.
User Perspective
Three real visitor personas simulate your site — seeing it through their eyes, in their words. Each produces a first-person reaction, scores for Trust, Messaging, and Desire, specific friction points, and a stay-or-leave verdict. Here's what they said about Clearwater Accountants.
Looks credible, but nothing here tells me why I'd pick them over any other firm on the high street.
Hard to find what I actually need on mobile. Everything feels buried.
- Do they work with businesses like mine? It doesn't say.
- What would it actually cost? I'm not filling in a form just to get a quote.
- The "Get in touch" button feels like a big commitment when I just want a rough idea.
- No pricing, not even a ballpark.
- No indication of what size or type of business they work with.
- The contact form looks long and I'm on my phone.
I'd Google a few more options before coming back to this one — if I came back at all. Nothing here gave me a reason to commit.
Add a pricing section, or even just a "we work with businesses turning over £50k–£500k" line. That's all I needed.
Solid, established feel. These look like real accountants rather than a startup — that counts for something.
Services page is hard work — walls of text with no visual structure. I had to read everything to find anything.
- They seem experienced. Chartered accountants is reassuring.
- But I've had to click around to piece together whether they do what I need.
- No pricing at all — not even a rough range — makes me think they're expensive.
- No scannable services list — I'm not reading paragraphs to find out if they do self-assessment.
- No starting price or pricing guide anywhere on the site.
I'll send an enquiry, but I've also noted two other firms to compare. They nearly lost me on the services page.
A simple services grid with short descriptions would cut the effort to understand what they offer in half.
Looks dated and harder to navigate on my phone than I expected from a professional firm.
The mobile menu is confusing and the headline tells me absolutely nothing useful.
- "Accountants you can trust" — every accountant says that. It tells me nothing.
- I need to know if they work with freelancers. I can't find that anywhere.
- I'm already looking at the back button.
- No mention of freelancers or self-assessment anywhere on the page.
- No pricing. No starting point. Nothing to anchor my expectations.
- The hamburger menu has no label — I genuinely wasn't sure it was a menu.
Too much friction for a first visit. Nothing on this page made me feel like they were talking to me specifically.
Add "freelancers and sole traders welcome" and a starting price to the homepage. That's genuinely all I needed to stay.
Competitor Comparison
Run any two sites head-to-head. Signal & Flow analyses both, then delivers a side-by-side breakdown showing where you're winning, where you're losing ground, and the highest-priority changes to close the gap.
- Meridian's pricing page shows three clear package tiers starting from £75/month — Clearwater has no pricing anywhere. Visitors comparing both sites will default to whichever gives them a number first, even if it's higher than yours.
- Meridian has a persistent "Book a call" button in its site header on every page. Clearwater's only CTA appears at the bottom of the homepage after all content. The 29-point conversion gap between the two sites is directly attributable to this structural difference.
- Meridian's services page uses a three-column card grid with icons and one-line descriptions — scannable in under ten seconds. Clearwater's services page is seven paragraphs of continuous text. On mobile, the difference is stark.
- Clearwater's ICAEW and AAT accreditation logos appear prominently above the fold on the homepage. Meridian buries its professional memberships in the About page — most visitors will never find them. This is a genuine trust advantage worth keeping exactly where it is.
- Clearwater's Google review integration (4.8 stars, 47 reviews) is visible on the homepage. Meridian has no social proof on any landing page. Don't move or remove this — it is the single strongest trust signal either site has and you have it; they don't.
- Add a sticky header CTA. Meridian's single most effective conversion advantage is a persistent booking button. Matching this one change would close approximately half the 29-point conversion gap between the two sites.
- Publish a pricing page — even a rough "from £X/month for sole traders" is enough. Transparency removes the biggest anxiety preventing enquiry and eliminates Meridian's most meaningful differentiator against you.
- Restructure the services page as a scannable grid. This is a two-hour design change that directly addresses the clarity gap and removes the single biggest friction point for new visitors arriving on mobile.
Journey Flow
A real visitor persona navigates your site step by step, exactly as a human would. Each step is logged with a friction rating, a plain-English annotation, and a final outcome: completed, reached a booking widget, or abandoned. Here is what happened when Sarah tried to enquire about services at Clearwater Accountants.
Sarah arrived from a Google search for "freelance accountant London", scanned the homepage, navigated to Services, then Pricing. Finding no pricing information and no visible enquiry form on the services page, she searched for a contact route, landed on the Contact page, and left after encountering only a generic email address with no indication of typical response times or a callback option. The missing pricing signal and the low-friction contact route were the two factors that tipped her decision to abandon.
- No pricing or fee guide anywhere on the site. Sarah could not gauge affordability and resolved the uncertainty by leaving, not enquiring.
- Services page has no inline call to action. After reading the service list, there is no obvious next step — the visitor must actively search for a way to get in touch.
- Contact page offers only a generic email address. No form, no estimated response time, and no phone number — the combined effect feels low-effort and reduces confidence in the business.
Report History
Every analysis you run is saved to your personal history page for 90 days. You can revisit any report at any time, or copy a shareable link to send directly to your designer or developer — no account, no password, no app required. Just your email address.