The 27-Point Website Conversion Checklist
Find out in 20 minutes why your website is not getting you customers.
Most websites do not have a traffic problem, they have a conversion problem. Visitors arrive, glance, and leave without doing anything. Work through these 27 checks on your own site. For every one you fail, the fix is right there. Score yourself at the end and start with the cheapest wins.
Above the fold
The first screen people see, before any scrolling, decides most of your bounces. A visitor should know what you do, who it is for, and what to do next within five seconds.
Your headline says what you do and who for, not just your brand name.
A visitor can tell within 5 seconds whether they are in the right place.
There is one obvious primary button, not five competing links.
Your phone number or WhatsApp is visible without scrolling.
The hero image shows your actual work or team, not a generic stock photo.
Text is readable over the background without squinting.
It loads something useful before the full page finishes.
It works on a phone without pinching or sideways scrolling.
The value is clear without watching a video or reading a paragraph.
Calls to action
Every page needs one clear next step. If you make people hunt for how to contact you, most will not bother.
Every page has one clear next step, repeated at the top and bottom.
Button text says what happens next ('Get a free quote'), not 'Submit'.
Your contact form asks for the fewest fields possible, ideally three or four.
There is a low-pressure option (WhatsApp, call) alongside the form.
Speed and mobile
More than half of visitors are on a phone, and they leave if a page is slow. Test your site with Google PageSpeed Insights and your own thumb.
Your homepage loads in under three seconds on mobile data.
Images are compressed, not full-size photos straight off a camera.
Tap targets (buttons, links) are big enough to hit with a thumb.
Nothing important is hidden behind a slow pop-up or chat widget.
Trust signals
People buy from businesses they believe are real and competent. Before they contact you, they look for proof. Make it easy to find.
Real testimonials with names or businesses, not anonymous quotes.
Recognisable logos, certifications or partner badges if you have them.
An About page with real faces and a real story.
Clear pricing or at least price ranges, so people self-qualify.
Recent work or case studies with outcomes, not just pretty pictures.
A physical address, registration number or anything that proves you exist.
How to score yourself
Give yourself one point for every check you pass, out of 27. Under 18 and your website is leaking leads every day. The good news is that the fixes are usually small: a clearer headline, a visible WhatsApp button, faster images.
Start with the above-the-fold section. It is the cheapest to fix and has the biggest effect, because it is the part everyone sees and most people judge you on.
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