Website Conversion Checklist

1. The first screen

A visitor decides within seconds whether they are in the right place. The top of the page has to answer three things without scrolling: what you do, where you do it, and what to do next.

• A headline naming the service and the area, not a slogan
• One sentence explaining who it is for
• A visible primary action — call, book, or request a quote
• A phone number that is tappable on mobile
• No pop-up covering the content before the visitor has read anything

2. Clarity through the page

• Each section answers one question a buyer would actually ask
• Plain words instead of industry shorthand
• Explain your pricing approach even when you cannot publish prices — 'flat fee after a free on-site estimate' is information
• State what you do not do; it saves both sides a call
• Short paragraphs, real headings, and lists where the content is a list

3. Trust that is real

Only publish credibility you can substantiate. Invented reviews and stock badges are worse than an empty space, because visitors recognize them.

• Photos of your actual work, team, or vehicles where available
• Genuine reviews, attributed, with permission
• Licenses, insurance, or certifications you actually hold — and nothing you do not
• A named human to reach, or at least a clear description of who answers
• A clear response-time commitment you can keep

4. The contact path

This is where most local sites lose inquiries. Test it on a real phone, on mobile data, as a stranger would.

• The form asks only for what you need to reply — every extra field costs completions
• Fields have visible labels, not just placeholder text
• Errors appear next to the field, in words, and do not clear the form
• The submit button shows a busy state and cannot be double-submitted
• A visible success message confirms it was sent, and a visible failure message offers the phone number
• The submission actually arrives in an inbox someone reads
• The phone link works on the first tap from every page

5. Mechanics that silently cost conversions

• The page is usable on a 360px-wide screen with no horizontal scrolling
• Tap targets are large enough and not crowded together
• Text contrast is legible in daylight
• Everything works by keyboard, and focus is visible
• Images are compressed and sized; the largest element loads quickly
• No content jumps around while loading

6. Verify with a walkthrough, not a hunch

Hypothetical example, for illustration only: a plumbing site gets 400 visits a month, 12 people tap the phone link, 5 submit the form, and 3 of those turn into scheduled jobs. Those are three different numbers, and only the last one is a customer.

Numbers like these are invented to show the shape of the funnel — measure your own. How to measure whether your website produces leads explains how to record each step honestly.