Checklist6 min read · Website

Website Conversion Audit Checklist

Before investing more in ads or automation, audit whether your website is set up to convert the traffic you already have. Industry conversion rate data consistently shows that the average service business website converts 1–5% of visitors into leads — meaning 95% or more leave without any record of who they were. This checklist surfaces the most common and highest-impact gaps.

Above-the-Fold Check

Your headline clearly states what you do and who you help — in under 10 words
A primary CTA button is visible on desktop and mobile without scrolling
The CTA button uses action-specific language ("Get a Free Quote" not "Learn More")
Your phone number is visible in the header and tap-to-call enabled on mobile
Page load time is under 3 seconds on mobile (test at pagespeed.web.dev)
No auto-playing video or heavy animations that delay rendering

Lead Capture Points

There is at least one form on every service page, not just the contact page
Forms ask for name, phone, and one qualifying question — nothing more
A live chat or AI chat widget is active on every page
Click-to-call button is in the top navigation or sticky header on mobile
An exit-intent or scroll-triggered form is active on your highest-traffic pages
A low-barrier CTA exists alongside your primary CTA (free audit, free quote, etc.)

Trust Signals

Google review count and star rating are visible on the homepage
At least 2 testimonials with a real name and business appear near the primary CTA
Certifications, licenses, or badges are displayed near the form or CTA
A "How it works" section exists with 3–5 clearly explained steps
Your response time or availability is stated ("We reply within 2 hours")
Real photos of your team or work are used — not generic stock images

Mobile Experience

All CTA buttons are at least 48px tall for easy tapping
Phone number is formatted as a tel: link for one-tap dialing
No horizontal scroll appears on any page on a 390px viewport
Body text is at least 16px so it's readable without zooming
Navigation menu works correctly on mobile (hamburger or sticky bar)
Forms auto-scroll to the first empty field when tapped on mobile

CRM and Lead Routing Integration

Form submissions trigger an instant SMS or email notification to your team
Chat leads flow directly into your CRM — not just an email thread
Every form has a confirmation message with a clear next step
Google and Meta tracking pixels are verified (use Tag Assistant or Meta Pixel Helper)
UTM parameters from ad campaigns are preserved through to the CRM contact record
Lead source is captured and stored on every new contact record