Website Audit - The Liddle Property Company
Digital Bear Studio
Prepared for:
The Liddle Property Company

WEBSITE
AUDIT

Become the obvious choice, earn trust and turn visitors into buyers.

Digital Bear Studio

CONTENTS

01Diagnosis
02Findings
03Visuals
04Strategy
05Compliance
/01

EXECUTIVE
SUMMARY

3.4/10
Overall page score - actively damaging conversions

The page is losing investor enquiries before anyone reaches the form. The hero leads with the business name instead of an offer, the strongest proof point - a 20%+ return - is buried in 10pt text, and there is no visible founder, team, or track record. For a regulated-adjacent investor audience, the page reads as low-trust and generic.

Three changes will move the conversion rate more than any cosmetic redesign:

  • Rewrite the hero to lead with the 20%+ return and the audience (hands-off investors).
  • Add a face and a track record - founder photo, deals completed, capital deployed, years operating.
  • Strip the "Click here" button and replace every CTA with specific, outcome-led copy.
/02 - OPPORTUNITY QUANTIFICATION

WHAT THIS
IS COSTING YOU

Estimates use industry benchmarks for property investor pages. Confidence: medium - based on stated low conversion rate and standard sector multiples. Replace with GA4 figures to refine.

The Math

Estimated monthly visitors~600
Current enquiry rate (estimate)0.3%
Current monthly enquiries~2
Benchmark conversion rate (sector)2.5 - 4%
Realistic post-fix enquiry rate2.0%
Post-fix monthly enquiries~12
Avg. lifetime value per investor£25,000+
Conversion rate (enquiry → investor)~10%
Annual upside if gap closes£300K+
+10
additional qualified investor enquiries per month at the benchmark conversion rate.
Confidence: Medium
/03 - SCORES AT A GLANCE

PILLAR SCORES

Branding
4/10
Below standard - major work needed
Design & Layout
3/10
Broken - damaging conversions
CTA & Conversion
3/10
Broken - damaging conversions
Images & Visual Proof
4/10
Below standard - major work needed
Copy & Messaging
3/10
Broken - damaging conversions
Social Proof & Trust
3/10
Broken - damaging conversions
Overall
A page that fails on every conversion-critical pillar. Strong upside on rewrite - every fix moves the number.
3.4/10
Digital Bear Studio
/02

FINDINGS.

Six pillars, scored against the rubric. Every problem paired with a specific fix - no critique left unresolved.

4 /10
Pillar 01

BRANDING

"Below standard - major work needed."

The brand reads as functional, not credible. For a business asking strangers to consider handing over capital, the visual identity must signal "established operator" within five seconds. Right now it reads as "WordPress template."

The Problem

  • Logo is undersized and generic. The line-drawing house with "LIDDLE PROPERTY COMPANY" wordmark sits small in the header and competes with the navigation. It carries no distinctiveness.
  • No tone of voice. "Smart Property Investment" and "high-potential properties" could be any of 500 UK property businesses. Nothing on the page is unmistakably Liddle.
  • "Website built by The Free Website Guys" in the footer is actively damaging on a page asking for investor capital. Investors notice this.
  • Inconsistent colour application. Dark hero → white mid → black band → white again → dark footer. The page feels patched together rather than designed.

The Fix

  • Resize the logo and add a strapline. Increase by ~40%, sit it tighter to the menu, add "Property Investment in the North East" beneath the wordmark.
  • Prescribe a tone direction: "confident operator with a track record - not estate agent, not influencer."
  • Strip the footer credit immediately. Ask the developer to remove or rebuild on a platform that does not enforce it.
  • Pick one accent colour (a deep navy or muted gold work for property/finance) and apply consistently across CTAs, headlines, and section dividers.
3 /10
Pillar 02

DESIGN & LAYOUT

"Broken - actively damaging conversions."

The page tells no story. Sections sit next to each other rather than building toward a conversion. The current structure needs a full reorder, not spot fixes.

The Problem

  • Hero hierarchy is broken. The headline is large but the subheadline is tiny white text on a dark background - hard to read, easy to miss.
  • "Smart Property Investment" band is wasted space. A dark stripe with four words and no supporting copy or CTA does nothing.
  • Investor Information section is a bullet dump. Eight bullets with no hierarchy, no explanation, no outcomes. Reads like a placeholder.
  • Project photos have no context. Four interiors with small captions and zero numbers. Decoration, not evidence.
  • No mobile screenshots provided - flagged as a likely amplification of the desktop issues.

The Fix - Full Reorder

  • 1. Hero - outcome-led headline + 20%+ return + hands-off positioning.
  • 2. Track record stats bar (deals / capital / avg return / years).
  • 3. How it works - three-step process for investors.
  • 4. Featured case studies with returns achieved.
  • 5. Founder section with photo and credentials.
  • 6. Testimonials (deanonymised) + risk reversal.
  • 7. FAQ handling top 7 investor objections.
  • 8. Final CTA - "Request the Investor Pack."
3 /10
Pillar 03

CTA & CONVERSION

"Broken - actively damaging conversions."

A green "Click here" button on an investor page is the worst possible CTA copy on the entire site. It signals amateur and destroys the credibility every other section is trying to build.

The Problem

  • "Click here" button in the Get Started section. Cannot ship on a £25K+ investment page. Remove today.
  • "Get In Touch" + "Get Started" are both vague. Neither communicates value or urgency to a sophisticated investor.
  • CTA frequency is poor. One above the fold, then nothing for 6+ scroll-lengths.
  • Inconsistent button styling - dark in hero, green mid-page. No system.
  • Conversion path opacity - no visible thank-you flow, no auto-response email indication, no calendar link.

CTA Rewrites - Five Angles

01"Request the Investor Pack"Specificity
02"Book a 20-Min Investor Call"Low-risk
03"See This Quarter's Deal"Curiosity
04"Start Earning 20%+ Returns"Outcome-led
4 /10
Pillar 04

IMAGES & VISUAL PROOF

"Below standard - major work needed."

The strongest asset on the page is the project photography - and it is being underused. Investors are buying a person and a track record, not a kitchen.

The Problem

  • Hero is an anonymous interior shot. Atmospheric but tells the visitor nothing about the business or who's behind it.
  • No founder, no team. On a trust-critical investor page, the absence of a face is a major conversion killer.
  • Project photos have no context. Each just shows a finished room. Where's the location, the deal type, the return achieved, the timeline?
  • No before/after content. This is a refurbishment-focused business - the single most compelling visual format for the niche is missing.

The Fix

  • Replace hero image with a real photo of the founder on a project site - confident, mid-renovation, no stock energy.
  • Turn each project into a mini case study. Add: location, purchase price, refurb cost, end value, deal structure, return achieved, timeline.
  • Commission before/after photography for the next two refurbs and feature them prominently. This is where the niche wins or loses.
  • Add a founder bio section with a portrait, background, deals completed, and personal accountability statement.
3 /10
Pillar 05

COPY & MESSAGING

"Broken - actively damaging conversions."

Tone direction: confident operator with a track record. Not estate agent. Not influencer. The current copy lands closer to "first-draft template fill" - every claim needs a number behind it.

What's Wrong

  • The hero headline is the company name. Nobody searches for it and it sells nothing.
  • The 20%+ return - your strongest hook - is in 10pt grey text three scrolls down.
  • "Higher Returns" "Proven Strategy" "Risk-Managed" are claims with no evidence.
  • "What Our Partners Say" - partners is the wrong word. They are investors.

Specificity Test

  • "Higher Returns" → "20%+ annual returns, paid quarterly."
  • "Proven Strategy" → "47 deals completed since 2019."
  • "Risk-Managed" → "Capital ringfenced, FCA-compliant agreements, legal exit at 24 months."

Headline Rewrites

01"Hands-Off Property Investment in the North East - Targeting 20%+ Annual Returns"Outcome + Audience
02"We Source, Refurbish & Manage. You Earn 20%+ - Quarterly."Mechanism + Cadence
03"Replace Your Savings Account With Property - 20%+ Returns, Fully Managed"Comparison + Specificity
3 /10
Pillar 06

SOCIAL PROOF & TRUST

"Broken - actively damaging conversions."

Anonymised testimonials in the property investment sector are worse than no testimonials. They look hidden for a reason. There is no founder, no track record, no compliance language, no risk reversal. Every credibility lever the niche relies on is missing.

Missing Credibility Architecture

  • Two anonymised testimonials (D**** and M****). The content is good - both reference specific outcomes - but the format reads as fake or legally avoidant.
  • "Amazing Contractor" as one of the reviewer labels is irrelevant on an investor page entirely.
  • No track record numbers. Deals completed? Capital deployed? Average return? Years operating? Geographic footprint? All absent.
  • No FCA / financial promotion language. See compliance flag, page 23.
  • No risk reversal. What happens after enquiry? When does the first call happen? What is the minimum investment?
  • No accreditations, memberships, or media mentions.

Build the Credibility Stack

  • Track record stats bar directly below the hero - four numbers: deals completed, total capital deployed, average annual return, years operating. Single fastest credibility lever on the page.
  • Deanonymise testimonials. Get sign-off for first name + last initial minimum. Add photos where possible. Each testimonial needs the investment amount and the return achieved.
  • Founder section - photo, background, deals, accountability statement.
  • Add a "How Your Capital Is Protected" section - legal structure, security, exit terms, FCA-aware language reviewed by a compliance lawyer.
  • List memberships / accreditations - NRLA, Property Mark, Companies House registration, ICO registration.
/03

VISUALS.

The exact issues, marked up on the page. Numbered keys map each callout to a specific finding from the audit.

/04 - VISUAL
HERO & ABOVE-THE-FOLD
Liddle hero annotated

FINDINGS KEY

  • 1Logo undersizedGeneric line-drawing wordmark, no presence. Increase 40%, add strapline.
  • 2Headline = company nameSells nothing. Replace with outcome-led headline featuring 20%+ return.
  • 3"Get In Touch" CTAVague and generic. Rewrite to "Request the Investor Pack."
  • 420% return buried in 10ptStrongest hook hidden in a column. Surface to hero stats bar.
/05 - VISUAL
INVESTOR INFO & PROJECTS
Liddle mid annotated

FINDINGS KEY

  • 5Bullet dump, no hierarchyEight claims with no evidence. Each needs a number - see specificity test.
  • 6"Our Services" tab unusedWasted column. Delete or replace with track record stats bar.
  • 7Project photo, no context"2-bed Terraced - Shildon" - needs purchase price, refurb cost, ROI, timeline.
  • 8"Upcoming" projectsReads as "we don't have enough completed work." Reframe as pipeline.
/06 - VISUAL
TESTIMONIALS, CTA & FOOTER
Liddle cta annotated

FINDINGS KEY

  • 9Anonymised testimonialsD**** and M**** read as fake. Deanonymise to first name + last initial.
  • 10"Amazing Contractor"Wrong label on an investor page. Replace with investor testimonial.
  • 11"Click here" green buttonSingle most damaging element on the page. Remove today.
  • 12"Built by The Free Website Guys"Footer credit destroys credibility. Strip or rebuild platform.
Digital Bear Studio
/04

STRATEGY.

From diagnosis to action. Objection map, prioritised fixes, 7/30/90 roadmap, A/B tests and measurement plan.

/07 - OBJECTION MAP

WHAT INVESTORS
ARE THINKING

The seven objections every property investor runs through before enquiring - and where each is currently handled on the page (or not).

ObjectionStatusWhere to handle it
Will I lose my capital?Not handled"How Your Capital Is Protected" section: legal structure, security, exit terms.
Have they actually done this before?Not handledTrack record stats bar below hero + numbered case studies on each project photo.
Who is the person behind this?Not handledFounder section with photo, background, deals completed, personal accountability.
How do I get my money out?Not handledFAQ + dedicated "Exit Terms" line in stats bar (e.g. 24-month minimum).
What's the minimum investment?Not handledFAQ + investor pack download. Surface in copy below hero.
Is this regulated / legal?Not handledCompliance section + footer disclosures + linked T&Cs reviewed by FSMA-aware lawyer.
How is 20% even possible?Hinted"How It Works" section explaining the source-refurb-let mechanism in three steps.
/08 - PRIORITY FIXES

FIX THESE FIRST

Six highest-impact fixes, ranked by impact-over-effort - plus compliance action on page 23. Tagged with effort, impact, and timeframe.

01

Remove the "Click here" green button

Single most damaging element on the page. Cannot ship on an investor page. Replace with "Request the Investor Pack."

Effort LImpact HToday
02

Rewrite the hero with the 20%+ return

Lead with outcome and audience, not the company name. Surface the strongest hook above the fold.

Effort LImpact HWeek 1
03

Add a track record stats bar

Four numbers below hero: deals completed, capital deployed, average annual return, years operating. Single fastest credibility lever.

Effort MImpact HWeek 1
04

Add a founder photo and bio

Investors trust a person, not a company name. Photograph on a project site, write 3-paragraph bio, link LinkedIn.

Effort MImpact HWeek 2
05

Deanonymise testimonials + add deal numbers

Get sign-off for first name + last initial. Add invested amount + return achieved to each.

Effort LImpact MWeek 2
06

Turn project photos into mini case studies

Each project: location, purchase price, refurb cost, end value, deal type, return, timeline.

Effort MImpact HWeek 3
Key Effort L = low effort Effort M = medium effort Impact M = medium impact Impact H = high impact
/09 - IMPLEMENTATION ROADMAP

7 / 30 / 90

Phased to keep momentum - quick wins first, structural rebuilds second, optimisation last.

Phase 01 / 0–7 Days

QUICK
WINS

  • Remove "Click here" button
  • Rewrite hero with 20%+ return
  • Add stats bar below hero
  • Strip "built by" footer credit
  • Rewrite all CTAs across the page
  • Deanonymise testimonials
Expected outcome
2–3× current enquiry rate. Page reads credible within 7 days.
Phase 02 / 7–30 Days

STRUCTURAL
REBUILD

  • Founder section + photoshoot
  • "How It Works" 3-step section
  • Project photos → case studies
  • Risk reversal + exit terms section
  • Investor pack lead magnet
  • FAQ handling top 7 objections
Expected outcome
Page benchmarks against Sourced and Property Filter on credibility.
Phase 03 / 30–90 Days

OPTIMISE
& SCALE

  • FSMA legal review complete
  • Run priority A/B tests (page 21)
  • Set up GA4 + Hotjar tracking
  • Build email nurture sequence
  • Add new project case studies
  • Mobile-first audit + rebuild
Expected outcome
Conversion rate at 2%+. Compliance airtight. Scaling traffic safe.
/10 - A/B TEST RECOMMENDATIONS

WHAT TO TEST FIRST

Three tests once Phase 1 fixes are live. Hypothesis, expected lift, and how to measure for each.

Test 01 - Hero Headline (Outcome-Led vs Mechanism-Led)

Hypothesis
Leading with "20%+ Annual Returns" outperforms a process-focused "We Source & Refurbish" headline because investors filter by return first.
Expected lift
+15 to +30% enquiry rate
How to measure
GA4 form submissions, 95% confidence at ~2,000 visitors per variant. Tool: VWO or Google Optimize equivalent.

Test 02 - CTA Copy ("Investor Pack" vs "Book a Call")

Hypothesis
A low-commitment "Request the Investor Pack" download outperforms "Book a 20-Min Call" because cold investors want anonymous review before talking to someone.
Expected lift
+20 to +40% on top-funnel conversion
How to measure
Track both pack downloads and call bookings; compare total opt-in rate, not just CTA clicks.

Test 03 - Founder Photo: Project Site vs Studio

Hypothesis
A photo of the founder mid-renovation on a project site outperforms a clean studio portrait - investors want operator credibility, not corporate polish.
Expected lift
+8 to +15% scroll-to-form rate
How to measure
Hotjar scroll depth + form completion. Run for 30 days minimum given lower variant volume.
/11 - MEASUREMENT PLAN

HOW TO PROVE
IT WORKED

Track these from day one. Without baseline numbers, no future audit can prove the work paid back.

MetricBaseline (now)Target (90 days)CadenceTool
Enquiry rate (visitors → form)~0.3% (estimate)2.0%+WeeklyGA4
Investor pack downloadsN/A - not live25+ per monthWeeklyGA4 + email tool
Calls booked~2 per month10+ per monthWeeklyCalendar tool
Bounce rateUnknownBelow 50%MonthlyGA4
Scroll depth (50% threshold)Unknown60%+ of visitorsMonthlyHotjar
Form abandonment rateUnknownBelow 30%MonthlyHotjar / form tool
Mobile vs desktop conversionUnknownWithin 20% of each otherMonthlyGA4
Enquiry → investor (LTV trigger)~10% (estimate)15%+ once nurture liveQuarterlyCRM
/12 - COMPLIANCE FLAG

BEFORE YOU
SHIP ANYTHING

!

FSMA s.21 / Financial Promotion Risk

This page promotes property investment with a stated return ("20%+ return on investment") to retail investors via organic channels. Under FSMA s.21 (Financial Services and Markets Act 2000), communications inviting or inducing investment activity must be approved by an FCA-authorised person - unless an exemption applies (sophisticated/HNW investor declarations, certified investor schemes, etc.).

The current page provides no investor classification gate, no risk warnings, no FCA registration disclosure, and no capital-at-risk language. This is a real legal exposure, not a perception issue.

Recommendation: Before implementing the headline rewrites in this audit, commission a financial promotions lawyer (~£500–£1,500) to review the page and either (1) approve the language under exemption, (2) restructure the page behind an investor classification gate, or (3) connect to an FCA-authorised promoter to approve the financial promotion. Digital Bear Studio is not qualified to provide legal advice - flag included for your protection.