If your website isn’t converting, chances are it’s not just a marketing problem—it’s a UX problem. After over a decade of reviewing and optimizing digital experiences, one model has consistently helped me identify gaps and unlock ROI across every industry I’ve worked with: the TES Model—Trust, Educate, Sell.
Today, I’m sharing it with you.
Why TES? Because User Experience Is Your Sales Strategy
A well-designed website can improve conversion rates by up to 200% and customer satisfaction by over 80% (Forrester). The TES framework aligns your user journey with the psychological stages of online decision-making:
- Trust — Capture attention & establish credibility
- Educate — Provide clarity, reduce doubt, and position value
- Sell — Guide the user through a frictionless conversion path
Let’s break it down 👇
1. TRUST — First Impressions & Credibility
“You never get a second chance to make a first impression.” — Will Rogers
Users decide within 0.05 seconds whether they’ll stay on your website (Google Research). That’s why building trust fast is essential.
What to Audit:
- Consistent branding (logo, typography, and color)
- Clean, professional UI
- Navigation that’s intuitive & accessible
- Social proof: testimonials, reviews, media mentions
- Trust badges: SSL, payment security, affiliations
- Contact info and visible support options
- Mobile responsiveness & page speed (<3 seconds)
📈 ROI Insight: Trust elements like reviews and security badges can increase conversions by 42% (Baymard Institute).
2. EDUCATE — Clarity & Content Delivery
“A confused mind never buys.” — Donald Miller
Once they trust you, users look to understand your offer. Clarity kills doubt. Great content and structure win attention and drive engagement.
What to Audit:
- Clear value prop above the fold
- Hierarchical content layout (think skimmable headlines + scannable sections)
- Strong product/service pages with visuals, features, and benefits
- FAQ sections to pre-empt objections
- Case studies, blogs, explainer videos
- Strategically placed CTAs
- Interactive tools like quizzes or assessments
ROI Insight: Companies that blog regularly generate 67% more leads per month than those that don’t (DemandMetric).
3. SELL — Conversion Flow & Friction Removal
“Make it easy for them to say yes.”
With trust and understanding established, it’s time to close. This phase is about frictionless UX and persuasive design.
What to Audit:
- Easy-to-navigate conversion paths
- Simplified checkout/forms (use progress bars!)
- Transparent pricing and clear policies
- Cart abandonment strategies: retargeting, exit popups, emails
- Scarcity elements (limited stock, countdown timers)
- Data-backed insights (Google Analytics, Hotjar, CrazyEgg)
ROI Insight: Simplifying forms can increase conversion rates by up to 120% (Formstack).
Scalable Framework for Ongoing UX Success
Every audit should lead to action. Here’s how to make TES part of your ongoing growth engine:
Audit Action Plan
| Section | Issues Identified | Recommended Fixes | Priority | Timeline |
|---|---|---|---|---|
| Trust | Missing SSL badge | Install SSL, update footer | High | 1 week |
| Educate | Weak value prop | Rewrite H1 & subtext | High | 2 weeks |
| Sell | Form too long | Remove optional fields | Medium | 3 weeks |
📊 Use collaborative tools like:
- Airtable or Trello for tracking fixes
- Google Optimize or Optimizely for A/B testing
- Figma for rapid UI prototyping
Final Thoughts: Your Website Is Your Best Salesperson
The TES model is more than an audit—it’s a scalable approach to make your website work harder for your business.
Want the full editable version of the TES Audit Template? Give us a shout at nathan@arantventures.com