Employ Africa
Customer Journey
Where the public website helps or hinders a prospect at each stage.
1. Discovery
50
/100
2. Landing
75
/100
3. Evaluation
50
/100
4. Intent
67
/100
5. Conversion
0
/100
6. Retention
67
/100
Discovery
How do prospects find the business?
- Page title present & descriptive
- Meta description
- Structured data (JSON-LD)
- Analytics tag detected
Search listings may under-communicate value, lowering organic click-through.
Based on observed metadata. Impact unknown without Search Console data.
Landing
What happens in the first 5 seconds?
- Mobile viewport configured
- Clear H1 headline
Evaluation
Does the site build trust and prove value?
- HTTPS / secure connection
- Social proof / reviews
- Pricing transparency
Lack of visible proof may reduce enquiry rates among first-time visitors.
Industry pattern; not measured for this business. Validate with A/B test or GA4 funnel.
Intent
Is there a clear, low-friction next step?
- Call-to-action language
- Click-to-call link
- WhatsApp contact option
Conversion
Can a visitor actually enquire, book or buy?
- Enquiry / lead form on page
Visitors with intent may struggle to find a next step, leaking potential leads.
Inferred from missing CTA/form signals. Requires session recordings or analytics to confirm.
Mobile-first SA buyers may prefer instant chat/call options that are not offered.
Market behaviour assumption (high WhatsApp adoption in SA). Not business-specific evidence.
Retention
Are unready visitors and customers followed up?
- Ad / remarketing pixel
- Email capture / nurture
- Social profiles linked