Checklist
The Website Conversion Checklist
The specific things worth checking on any landing or marketing page before you spend another dollar on traffic.
Traffic does not fix a page that does not convert. Before running more ads or writing more content, audit the page itself against this list — most conversion leaks are fixable in an afternoon.
Above the Fold
- Headline states the specific outcome, not a vague mission statement
- Primary CTA is visible without scrolling on both desktop and mobile
- It is clear within 3 seconds what the product does and who it is for
- No autoplay video or animation competing with the headline for attention
Social Proof
- Testimonials include full name, role, and company — not just initials
- Logos shown are of companies the target visitor recognises or aspires to
- Numbers (users, revenue, reviews) are specific, not rounded to the point of sounding vague
CTAs
- Primary CTA uses a specific verb tied to the outcome, not just "Submit" or "Learn more"
- Only one primary CTA per section — secondary actions are visually subordinate
- CTA repeats at natural decision points down the page, not only at the very top
Forms & Friction
- Form asks only for what is needed to take the next step, not the whole sales profile
- Multi-step forms show progress and the total number of steps
- No CAPTCHA or account creation is required before the visitor sees any value
Page Speed
- Largest Contentful Paint is under 2.5 seconds on mobile
- Images are compressed and served in modern formats (WebP/AVIF)
- No render-blocking scripts sit above the fold
Trust Signals
- Privacy policy and terms are linked, not just implied
- Security badges or compliance mentions appear near payment/signup forms
- A real way to contact a human is visible — not just a bot-only chat
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