Start with the decision
Write down the single decision each important page should help a visitor make. If the page has several competing jobs, fix the hierarchy before changing colours or components.
Trace proof to action
Every claim needs nearby evidence and a sensible next step. Measure qualified actions, form completion and sales conversations, not just page views.
Score the problem
Give each problem a commercial score: traffic affected, intent level, fix cost and confidence. The best website work removes the most doubt for the least waste.