Website Conversion Checklist

1. Message and relevance — 10 points

• The first screen names the audience or situation.
• The primary outcome is understandable without scrolling.
• The offer is specific enough to reject poor-fit visitors.
• The main heading uses customer language rather than internal jargon.
• The supporting text explains why the visitor should continue.
• Location or service area is visible when it affects eligibility.
• Urgent and non-urgent visitors have different next steps when needed.
• The page matches the ad, keyword or link that brought the visitor.
• One action is visually primary.
• The mobile first screen preserves the same message.

2. Proof and risk reduction — 8 points

• Proof appears before or beside a major decision.
• Reviews include a source or verifiable context.
• Case studies separate facts from projections or concept work.
• Licenses, guarantees and certifications are accurate and current.
• The process explains what happens after the inquiry.
• Real contact details and an accountable company identity are visible.
• Privacy and data-use expectations are linked near forms.
• Claims avoid unsupported superlatives and invented performance numbers.

3. Action and friction — 8 points

• The CTA describes the next step, not merely “Submit.”
• The commitment requested matches the visitor’s readiness.
• The form asks only for information used in qualification or response.
• Errors explain how to fix the field.
• Success state confirms delivery and response expectations.
• Phone numbers, email links and booking controls work on mobile.
• The visitor can recover if the form or booking tool fails.
• The business tests the form after every meaningful release.

4. Measurement and follow-up — 7 points

• Analytics records successful submissions, not button clicks alone.
• Campaign and source data reach the lead record.
• Booking, contact and scan requests are separate events.
• Duplicate and spam submissions are identifiable.
• Delivery to email or CRM is monitored.
• Response time and qualification outcome are measured.
• Sales can report which sources produce customers.

5. Technical confidence — 7 points

• The page has one descriptive H1 and a useful title.
• Canonical, sitemap and indexation rules point to the intended URL.
• The page is usable by keyboard and form controls have names.
• Meaningful images have appropriate alternative text.
• The mobile layout avoids horizontal overflow and tiny targets.
• The initial experience remains useful on a slower connection.
• Broken links, redirect chains and console errors are checked.

How to use the score.

Score one point for each item that is demonstrably true. A score is not a conversion guarantee; it is a way to make an ambiguous review repeatable. Fix failed items in this order: traffic-message match, conversion-path failures, trust gaps, follow-up gaps and then incremental polish.

Run the checklist on one high-intent landing page, not on the average of the entire website. Recheck it after changes and pair it with qualified-lead data.