Message and positioning
- The first screen clearly says what the business does.
- The main customer or use case is understandable.
- Service area is clear when location matters.
- The copy focuses on the customer's decision, not just company history.
- Important services have enough detail to stand on their own.
Calls to action
- Each important page has one obvious primary action.
- Button wording describes what happens next.
- Phone numbers are clickable on mobile.
- The primary action appears again after important decision sections.
- Secondary links do not visually overpower the main conversion.
Trust and proof
- Real project photos or work examples are used where possible.
- Reviews or testimonials are specific and believable.
- Relevant licenses, certifications or guarantees are explained accurately.
- The business has an About or company context page.
- Contact details are easy to verify.
Mobile experience
- Text is readable without zooming.
- Buttons and form fields are easy to tap.
- Important content is not hidden behind decorative elements.
- Images are appropriately sized and do not dominate the page.
- Sticky buttons, chat tools and cookie notices do not cover each other.
Forms and lead capture
- The form asks only for information needed at this stage.
- Required fields are obvious.
- Error messages explain what needs fixing.
- The success message tells the visitor what happens next.
- Notifications reach the right person or CRM.
- The form has been tested on a real phone.
Page speed and technical basics
- Images are compressed and appropriately sized.
- There are no obvious broken links or missing images.
- The site uses HTTPS.
- Important pages have unique titles and one clear H1.
- Navigation works without JavaScript-only dead ends.
- Analytics and conversion events are tested.
Traffic and intent
- Paid ads land on a page relevant to the ad.
- SEO pages match the question or service people are searching for.
- Visitors do not have to hunt through the homepage for a specific service.
- Different audiences are separated when their needs are genuinely different.
Follow-up
- Someone owns incoming leads.
- Missed calls have a follow-up process.
- Form submissions receive a timely response.
- The business tracks which channels produce qualified leads, not just clicks.
How to use this checklist
Do not try to add every possible conversion tactic. Start with the items that remove the most friction for your specific customer. A simple service website with a clear offer, strong proof and an easy quote request can outperform a more complicated page filled with pop-ups, animations and competing calls to action.
If paid traffic is already running, fix measurement first so you can tell whether the changes improve real leads. If the site is being redesigned, use the checklist during planning and again before launch.