Website Conversion Checklist
Find the friction that prevents visitors from becoming leads — and fix it, one element at a time.
Traffic without conversion is wasted budget. This checklist walks you through every element of your website that affects conversion rate — from the hero section to the form fields — so you can identify what's leaking leads and fix it systematically.
What's Inside
- A 47-point conversion audit checklist covering every page element
- Hero section evaluation framework with examples
- Form optimization guide — field count, layout, and microcopy
- Mobile conversion checklist (separate from desktop)
- Trust signal inventory — what to add and where to place it
- A/B testing priority guide — what to test first for biggest impact
The Hero Section: 5 Seconds to Earn the Click
Your hero section (the top of your homepage or landing page) has about 5 seconds to answer three questions: What do you do? Who is it for? What should I do next? If a visitor can't answer all three in 5 seconds, they leave.
Check: Is your headline benefit-driven (not feature-driven)? Does your subheadline clarify who you serve? Is there a single, clear CTA above the fold? Is there a relevant image or video that reinforces the message? Does the page load in under 2.5 seconds on mobile?
Forms: Every Field Costs Conversions
Research consistently shows that every additional form field reduces conversion rate by 5–15%. The question isn't "what information do we want?" — it's "what's the minimum we need to start a conversation?"
Check: Are you asking only for what's absolutely necessary (name + email for a lead magnet; name + email + phone for a consultation)? Are field labels clear and jargon-free? Is the submit button copy action-oriented ("Get My Audit" not "Submit")? Is the form visually distinct from the rest of the page? Does it work flawlessly on mobile (no zoom required, appropriate keyboard types)?
Trust Signals: The Invisible Conversion Multiplier
Visitors don't convert if they don't trust you. Trust signals are the elements that say "other people have done this and it worked" — and they're often the difference between a 2% and a 6% conversion rate.
Check: Are there testimonials with real names and photos (not just "John D.")? Are there client logos or certifications near the CTA? Is there a guarantee or risk-reversal (free trial, money-back, no contract)? Are there trust badges on the form (SSL, privacy policy)? Is there social proof in the form of case study links, review counts, or user numbers?
Mobile: Where 60% of Your Visitors Are
For most businesses, over 60% of traffic is mobile — yet most websites are still designed desktop-first. Mobile conversion rates are typically 50–70% lower than desktop, and the gap is almost always fixable.
Check: Is text readable without zooming (16px minimum body)? Are buttons large enough for touch (44px minimum)? Is the form usable with one thumb? Does the page avoid intrusive pop-ups that block content on mobile? Is the CTA visible without scrolling? Is page load under 3 seconds on a 4G connection?
What to A/B Test First
Not all tests are created equal. Start with the elements that have the biggest potential impact: 1) Headline (test benefit vs. outcome framing), 2) CTA copy (test action-oriented vs. value-oriented), 3) Form length (test 3 fields vs. 5), 4) Hero image (test product vs. people vs. abstract), 5) Page layout (test single-column vs. two-column).
Run one test at a time, wait for statistical significance (at least 100 conversions per variant), and document what you learn. Conversion optimization is a process, not a one-time project.
Key Takeaways
- Your hero has 5 seconds to answer: what, who, and what next
- Every form field costs 5–15% in conversions — minimize them
- Trust signals near the CTA can double conversion rates
- Mobile conversion gaps are almost always fixable
- Test headline and CTA copy first — they have the biggest impact
Who This Is For
Business owners, marketing managers, and web designers who suspect their website is underperforming — and want a systematic way to find and fix the conversion leaks.
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