A site that's been neglected for years usually has more issues than can be fixed at once — the order you tackle them in matters.
Broken links, outdated information, or anything actively misleading damages credibility the moment a visitor notices it — these should be addressed before any lower-stakes cosmetic improvement.
Issues affecting the highest-traffic pages or the most common visitor paths have outsized impact — prioritising by actual traffic and usage data, not assumption, focuses effort where it matters most.
Once trust and access issues are resolved, friction in the actual path to conversion (forms, CTAs, unclear next steps) is the next highest-leverage category to address.
Visual polish matters, but it's usually lower-leverage than trust, access, and conversion issues — a site that looks dated but functions well commercially outperforms one that looks current but has unresolved structural problems.
Get a prioritised list of what to fix first on your own site.
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