Website conversion optimization checklist
A practical website conversion checklist for small businesses covering messaging, calls to action, trust, forms, speed and mobile, so more visitors get in touch.
Conversion optimisation means making it easier for the right visitors to take the next step. Work through this checklist on your most important pages, starting with your homepage and main service pages.
Message and clarity
- Headline states what you do and who it's for in plain words
- Location or service area is clear for local businesses
- The page answers the main questions buyers ask: what's included, how it works, rough cost or how pricing works
- Copy talks about the customer's problem, not only your company
Calls to action
- One primary action per page, visible without scrolling
- Button text describes the outcome ("Get a quote") rather than "Submit"
- The action is repeated after key sections on long pages
- Phone numbers are tappable on mobile
Trust and proof
- Genuine reviews or testimonials near the call to action
- Real photos of your work, team or premises
- Relevant credentials, memberships or guarantees you actually offer
- Clear contact details and business address
Forms
- Only the fields you need to respond
- Clear labels, not just placeholder text
- Helpful error messages
- A confirmation message that says what happens next
Speed and mobile
- Key pages load quickly on a mobile connection
- Images compressed and correctly sized
- Text readable without zooming
- No pop-ups that block content on mobile
Measurement
- Form submissions tracked as key events
- Phone and email clicks tracked
- Conversion data reviewed monthly by page
Frequently asked questions
How many calls to action should a page have?
One primary action, which can be repeated. A secondary option is fine if it's visually less prominent.
Should I show prices on my website?
If you can, even as ranges or starting prices. It answers a key question and helps qualify enquiries.
Do testimonials really help?
Genuine, specific testimonials help visitors trust you. Never invent them; it's misleading and can break advertising rules.
How do I test whether a change worked?
Compare conversions for the page before and after over a similar period, allowing for seasonal differences.
What's the quickest conversion win?
Often a clearer headline and a visible, specific call to action on your top service page.