Sample copy, built from three real audits
A medical spa, composite sample
A close read of where visitors slip away before booking, and the handful of changes most likely to bring them back. Every finding below was seen on a real medical spa website and checked on the live page between 11 and 18 September 2026. The four leaks come from three different clinics, put together in one report so that none of them can be recognised. Names, places, brands and prices are left out. The measurements are the ones I took.
- 4leaks found, each one measured on the live page
- 3things already working, worth protecting
- 4changes, in the order I would make them
What is already working
An audit that only lists problems reads like a sales pitch. These are the strengths worth protecting.
Financing answered before anyone asks
A small panel about paying over time, with no hard credit check, stays on screen as visitors scroll, and payment plans have their own item in the main menu. For treatments at aesthetic price points, a visitor who is wondering about cost gets an answer without having to ask.
Named products, not vague claims
The homepage names the product brands the clinic works with, and the page title names the injectables. A patient researching a specific treatment can match what they have read about to what is on offer.
The address on every page
The footer gives the full street address on every page I opened. Someone deciding whether the clinic is convenient can answer that question at once, without hunting for a contact page.
Protect these while you fix the leaks on the following pages.
Leak 01 · Homepage buttons and main menu · Effort: low
Every booking button leads to a message form
What I found
The menu item that says book, and the booking buttons on the homepage, all open the same page: a contact heading, a phone number and a four field form (Name, Email, Subject, Message). No calendar, no times to choose from. The clinic does have a real online booking page, but nothing in the menu points to it: the only link to it from the homepage is a single hyphen, five pixels wide, placed off the left edge of the screen where it cannot be clicked. I checked the buttons on 11 and 18 September.
Why it matters
A button that says book sets an expectation: the visitor is about to choose a time. A message form asks for more work than they agreed to, and then a wait of unknown length. Booking by phone or by message is a fair choice, and I do not suggest removing it. The problem is the wording: the button promises one thing and delivers another.
What fixing it changes
The pieces already exist. They are not connected, and connecting them needs no new software.
The fixPoint the booking buttons at the real booking page and add that page to the menu. Keep the contact page for questions, and keep the phone number prominent for people who prefer to call.
Leak 02 · Homepage, first screen · Effort: low
The booking button is set in 7.68 pixel type
What I found
At the top of the homepage, the button that books an appointment is set at 7.68 pixels, and the promotion bar across the top at 8.4 pixels. Ordinary text on the same site is 16 pixels, so the one button that books is less than half the size of a normal sentence. I measured it on the live page on 11 September.
Why it matters
The first screen is the one every visitor sees. A booking button that is hard to read there is easy to miss, and so is the offer in the bar above it.
What fixing it changes
Nothing new has to be built. The button is already in the right place; it only has to be readable.
The fixSet the booking button and the promotion bar at least as large as the body text, 16 pixels.
Leak 03 · Services page · Effort: low
One treatment card looks like the others and goes nowhere
What I found
The services page shows seven treatment cards, each with a View More button. Six of them open the page for that treatment. The seventh, on a facial that sits between two cards that work, has an empty link: it looks identical and does nothing when pressed. Its own description ends by inviting the visitor to book. I checked it on screen and in the page code on 11 September.
Why it matters
A visitor who presses View More wants to know more about that treatment, and nothing happens. Nothing on screen says why, and the two buttons either side of it work, so it cannot be read as a choice.
What fixing it changes
The visitors who press that button have already picked a treatment. Giving them the page keeps them moving towards booking it.
The fixPoint the button at the treatment’s page. If that page does not exist yet, remove the button until it does.
Leak 04 · Contact page · Effort: low
The email address on the contact page writes to example.com
What I found
The contact page shows the clinic’s email address as a link. The text on screen is the real address, but the link behind it opens a new email to email@example.com, a placeholder from the website template that was never replaced. A visitor who clicks it and sends the message without reading the address writes to nobody. I checked it on 11 September.
Why it matters
It sits on the page built for being contacted, and apart from the phone it is the only written way to reach the clinic. The message never arrives, and the clinic never learns that someone tried.
What fixing it changes
Every message sent from that link starts reaching the clinic.
The fixChange the link to the real address. It is one line.
Where to start, in order
In the order I would tackle them: highest return for least effort first.
- Change the contact page email link to the real addressTies back to Leak 04. Effort: low
- Point the booking buttons at the real booking page and add it to the menuTies back to Leak 01. Effort: low
- Make the booking button and the promotion bar readableTies back to Leak 02. Effort: low
- Give the seventh treatment card its linkTies back to Leak 03. Effort: low
What this audit does not contain
- Any percentage, any revenue estimate, any borrowed industry figure. The impact of each leak is described, not invented.
- The names of the clinics. Where a detail would identify one, it was left out, not changed.
- Google profiles, ads or phone lines. This is the website, read the way a patient reads it.
Questions about anything in this audit? Email me at luca@dropoffaudit.me. I read every response personally.
LucaDropoffAudit.me · luca@dropoffaudit.me