Website Conversion Checklist

30 checks to find out exactly why your site isn't turning visitors into leads

Your Score 0 / 30 — Needs Work

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Calls to Action & Clarity

Visitors should know within 5 seconds what you do, who you serve, and what to do next. If any of these fail, you're losing leads before they even read your page.

0 / 7

Your homepage headline tells visitors exactly what you do and where — Not "Welcome to our website." Something like "Pressure Washing for Fairhope & Baldwin County Homes." A visitor should understand your business in under 5 seconds.

There is a clear CTA button visible above the fold without scrolling — "Get a Free Quote," "Call Now," or "Book an Appointment." It should be a contrasting color (not the same as your background) and placed prominently in the hero area.

Your phone number is visible in the header on every page — Many businesses hide their phone number. Put it top-right on desktop, prominently displayed on mobile. Make it click-to-call on mobile devices.

Each service page has its own unique CTA relevant to that service — Don't just put "Contact Us" everywhere. "Get a Free Pressure Washing Estimate" on your pressure washing page. "Book Your Consultation" on your law firm page. Specificity converts better.

Your CTA appears at least 3 times per page (top, middle, bottom) — Visitors scroll at different depths. Someone who reads everything needs a CTA at the bottom. Someone who decides quickly needs one at the top. One CTA per page is leaving conversions on the table.

Your contact form is short — 5 fields or fewer — Every additional field reduces completion rate by 11%. Name, email, phone, service needed, message — that's all you need. Don't ask for budget, company size, how they heard about you, etc. on the first form.

Your value proposition is clear — why you, not a competitor? — "Licensed & Insured," "Serving Baldwin County Since 2015," "Rated 4.9 Stars on Google." This needs to be stated explicitly on your homepage, not just assumed. What makes you the right choice?

⚡ Quick Win: Open your homepage on your phone and look at it cold. Can you tell in 5 seconds what the business does and how to contact them? If not, that's your #1 fix.

Trust & Social Proof

People buy from businesses they trust. Trust is built visually before a single word is read — these signals tell a visitor "you're safe here."

0 / 6

You display Google reviews or star rating on your homepage — Even just "Rated 4.8 ⭐ on Google (47 reviews)" in the hero section significantly increases conversions. Visitors trust other customers more than any marketing copy you write.

You have real photos of your team, work, or location — not just stock photos — Stock photos immediately signal "generic." Real photos of your truck, your team, your completed jobs build authenticity and local trust. Even imperfect phone photos outperform stock images.

You display testimonials with full names and ideally photos — "- John D." is weak. "- John Dupree, Fairhope homeowner" is strong. "- John Dupree, [photo]" is strongest. Real, attributable testimonials convert far better than anonymous quotes.

You display trust badges (Licensed, Insured, BBB, years in business, certifications) — These take 5 seconds to add and immediately reduce visitor anxiety. "Licensed & Insured," "10+ Years in Business," or "BBB Accredited" — whatever applies to you.

Your portfolio or case studies show real before/after results — Don't just show pretty photos — show context. "Before: cracked concrete. After: sealed driveway + 2 years warranty." Results-oriented portfolios drive more inquiries than pure aesthetics.

Your About page features a real person, not just corporate language — People hire people. Your About page should have your photo, your name, why you started the business, and what you personally stand behind. The more human it feels, the more trust it builds.

⚡ Quick Win: Add your Google review count and star rating to your homepage hero — even just as plain text. You'll likely see an immediate lift in contact form completions.

Mobile Experience & Speed

Over 65% of local searches happen on mobile. If your site is slow or hard to use on a phone, you're losing more than half your potential leads before they even read a word.

0 / 6

Your site loads in under 3 seconds on mobile — Test at pagespeed.web.dev. Every 1-second delay reduces conversions by 7%. A 5-second load time means you're losing nearly a third of your visitors before they see anything.

Your CTA buttons are large enough to tap easily on mobile (44px minimum) — Tiny buttons that require precision tapping frustrate mobile users. Test your site with your thumb. If you have to aim carefully, the button is too small.

Your phone number taps to dial automatically on mobile — Wrap your number in <a href="tel:2511234567">. Someone ready to call you should be able to tap once. This is a 30-second fix that can dramatically increase call volume.

Text is readable without zooming on a phone screen — Minimum 16px font size for body text. If visitors have to pinch-zoom to read your content, they'll leave. Also check that text doesn't overflow or get cut off on smaller screens.

Your contact form works on mobile without errors — Fill out your own contact form on your phone from start to finish. Many forms break on mobile — wrong keyboard type, fields that don't scroll into view, or submit buttons that don't respond to touch.

Images are optimized and compressed for fast loading — Large uncompressed images are the #1 cause of slow sites. Use tools like TinyPNG or Squoosh to compress images. Converting to WebP format typically cuts file size by 30% with no visible quality loss.

⚡ Quick Win: Open your site on your own phone right now and try to contact yourself. Start the call, fill out the form, find your address. Every friction point you find is a lead you're losing.

Content & Messaging

Your content needs to answer the three questions every visitor has: Can you solve my problem? Are you credible? What should I do next?

0 / 5

Your copy focuses on what the customer gets, not what you do — "We install high-efficiency HVAC systems" is about you. "Stay cool all summer — even on the hottest Gulf Coast days" is about them. Customer-focused copy converts dramatically better. Audit every paragraph: is it about you or about them?

You have a dedicated FAQ section that answers real objections — "How much does it cost?" "How long does it take?" "Are you licensed?" These questions live in every prospect's head. Answer them before they have to ask — it reduces friction and builds trust.

Your pricing is visible or at least a range is provided — Hiding pricing creates anxiety. Even "Starting at $X" or "Most projects range from $X–$X" gives visitors the context they need to decide if they're in the right place. Visible pricing also pre-qualifies leads.

Each service page is dedicated to one service, not a list of everything you do — A page titled "Pressure Washing Services in Fairhope, AL" with content specifically about pressure washing converts far better than a generic "Services" page listing 10 things. Dedicated pages also rank better on Google.

You mention the cities and areas you serve — explicitly — Don't make visitors guess if you serve their neighborhood. Say it clearly: "We serve Fairhope, Daphne, Gulf Shores, Foley, Spanish Fort, and all of Baldwin County." This also helps with local SEO.

⚡ Quick Win: Go to your homepage and highlight every sentence that starts with "We" or "Our." Each one is an opportunity to reframe around the customer. Replace "We offer 10 years of experience" with "You get a contractor who's seen every situation — and knows how to solve yours."

Technical & Tracking

You can't improve what you don't measure. These technical checks ensure your site is running correctly and you're capturing the data you need to make smart decisions.

0 / 6

Google Analytics is installed and tracking correctly — Visit GA4 and confirm you're seeing real-time visitors when you open your site. If it's not installed or not firing, you have zero visibility into where your traffic comes from and what visitors do on your site.

Your contact form actually delivers emails to your inbox — Submit your own form and confirm you receive the notification. SMTP issues are common and can mean you're getting inquiries you never see. Test monthly.

Your site has an SSL certificate (https:// not http://) — Chrome shows a "Not Secure" warning on http:// sites. This immediately damages trust. Your host almost certainly offers free SSL via Let's Encrypt — contact them if you don't have it.

No broken links or 404 errors on your main pages — A broken link in your navigation or a dead internal link sends visitors to a dead end. Check your main nav links, footer links, and any links in your homepage content. Free tools like Broken Link Checker can scan your whole site.

Your site has a custom 404 error page that redirects visitors — When someone hits a dead URL, a custom 404 page keeps them on your site. Include navigation, a search bar, or "Most Popular Pages" links. A default server error page sends them straight to Google to find a competitor.

You review your Google Analytics data at least once per month — Which pages get the most traffic? Where do people drop off? Which traffic source brings the most conversions? Without monthly reviews, you're flying blind. Set a recurring 30-minute calendar event.

⚡ Quick Win: Right now, submit your own contact form. Did the email arrive? Did the visitor get an auto-reply? If either failed, you've been losing leads silently. Fix this today.

What Your Score Means

0–10 — Needs Significant Work

Your site likely has major issues preventing leads from contacting you. Prioritize CTAs, mobile experience, and trust signals first.

11–22 — Good Foundation, Room to Grow

You're getting some leads, but you're leaving a significant amount on the table. Focus on the unchecked items — each one is a conversion opportunity.

23–30 — Well-Optimized Site

Your site is doing most things right. Focus on the remaining gaps and consider running A/B tests on your CTAs and headlines to squeeze out more conversions.

Score Under 20? Let Us Fix It.

We offer a free 50-point website and conversion audit for Baldwin County businesses. We'll walk through every gap, prioritize the fixes, and show you what a fully optimized site looks like.

Book Your Free Audit See Our Web Design Work

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