Reference / checklist
Website Conversion Checklist
Use this before deciding that the website needs more traffic, more copy or another redesign.
Comprehension
- Can a new visitor say what you sell after the first screen?
- Is the intended buyer recognisable in the language?
- Is the primary action obvious without hunting?
Trust
- Is proof located near the doubt it answers?
- Are reviews, policies, credentials or case evidence actually visible?
- Do important claims have enough context to be believable?
Decision path
- Does each important page have one useful next step?
- Is the ask proportionate to the visitor’s level of intent?
- Are forms, variants, booking or checkout simpler than the decision itself?
Mobile
- Can the journey be completed comfortably on a phone?
- Do proof and calls to action survive the smaller screen?
- Does navigation require unnecessary backtracking?
After the conversion
- Who owns the enquiry or order next?
- Can the team see what happened and what should happen next?
- Is the commercial outcome measured beyond the form submission?
A failed check is a hypothesis, not proof of the root cause. Map the complete journey before prescribing the fix.
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