Run this on a phone, from a real ad click, with the timer going. The page checks take four minutes. The follow-up checks take as long as the follow-up takes, which is the point.

Part 1, the page, 12 checks

One point each. Under 9 and the account is paying to send people somewhere that cannot convert them.

• [ ] The heading repeats the thing that was searched for and clicked on
• [ ] The intake date, or the next three, visible without scrolling
• [ ] The fee, a fee range, or a plain statement of how fees work
• [ ] Duration, format and hours per week
• [ ] What the student comes out with
• [ ] Entry requirements, so unqualified enquiries filter themselves out
• [ ] One primary action, repeated, with nothing competing for the click
• [ ] Form of five fields or fewer, asking programme and intake
• [ ] Proof that belongs to the business
• [ ] Loads in under three seconds on mobile data, not office wifi
• [ ] No site navigation pulling people back to the homepage
• [ ] A visible answer to "what happens after I submit this"

Score out of 12:

Part 2, follow-up speed

Submit a test enquiry through the live form and time the first human reply.

Part 3, the first reply