Start with speed: run PageSpeed Insights
Open pagespeed.web.dev, paste in your homepage URL, and hit analyze. It's free, it's Google's own tool, and it grades you the same way Google grades you. Look at two things: the mobile score (that number out of 100) and the Largest Contentful Paint time. For a tour operator, a mobile score in the 40s or 50s is a failing result — it means your hero image and booking button are showing up late, and every second of delay is a person who's already opened three other outfitters in new tabs. A passing result is 85+. That's roughly where MotoDreamer landed after I rebuilt its site from 47 to 86 over two weeks, and the difference in how the site feels is night and day. If you're under 60 on mobile, that's your headline problem.
Load it on your phone, on cellular
Turn off wifi and open your own site on your phone the way a customer would — from a trailhead, on a train, on hotel data. Count the seconds until you can actually tap “Book” or “Enquire.” If you're staring at a blank screen or a spinning image past three seconds, you've found real lost money. Most operators only ever test their site on fast office wifi, so they never see what 70% of their traffic sees. A passing result: the page is usable and the booking action is tappable in under three seconds. A failing result: you're waiting, and so is everyone else.
Is your price actually visible?
This one takes ten seconds and catches more operators than any technical issue. Open a trip page and ask: can a stranger find the price without emailing you? Adventure travelers are comparison shoppers spending real money on a serious trip. When the price is hidden behind a “contact us for a quote,” a big chunk of them just leave and book the operator who respected their time. Hiding the price doesn't create a conversation — it creates a bounce. A passing result: the “from” price is on the page, above the fold or one scroll down. A failing result: they have to work for it.
Check for schema (structured data)
Schema is the hidden code that tells Google what your page actually is — a trip, a price, a review. Open Google's Rich Results Test, paste your trip URL, and see what it detects. If it comes back with nothing, you're invisible to the rich features that make listings stand out: star ratings, prices, FAQ dropdowns right in the search results. A passing result: it detects Product/Offer and Review markup. A failing result: “No structured data detected.” Most operators fail this one, which is exactly why I wrote a whole separate piece on it.
Look for an llms.txt file
This is the newest check and almost nobody's doing it. Type your domain followed by /llms.txt in the address bar. It's a plain text file that tells AI tools — ChatGPT, Perplexity, and the rest — what your business does and what your key pages are. More travelers are researching trips through AI now, and a clean llms.txt makes you legible to them instead of leaving them to guess. A passing result: a file loads with a clear description of your trips. A failing result: a 404. If you get a 404, don't panic — almost everyone does. It's just an easy edge you're not taking yet.
Get a free demo
Run all five and tally your fails. One or two, you've got a tune-up. Three or more, you've got a site that's quietly working against you. Either way, email me and I'll build you a free demo of your rebuilt homepage before you pay a cent — so you can see the fix, not just hear about it.