Homepage conversion checklist
Above the fold
- A headline that says what you do and for whom — pass the "5-second test": show it to someone for 5 seconds and they should repeat back what you offer; no clever jargon
- A one-line subhead with your key benefit or differentiator — state the outcome or what makes you different, not a feature list
- One primary call-to-action (book / call / quote / buy) — one high-contrast button repeated down the page; competing CTAs split attention and lower conversions
- A trust signal in view (reviews, rating, recognizable clients) — e.g. your Google star rating and review count, or client logos, visible without scrolling
Build belief
- Show real proof: reviews, results, photos, guarantees — pull live reviews, real before/after photos, and any concrete guarantee (accurate claims only)
- Explain your offer simply — what, for whom, why you — a short "how it works" in 3 steps beats a wall of text
- Address the top objection directly — name the #1 hesitation (price, trust, time) and answer it on the page
Reduce friction
- Click-to-call phone number in the header — a
tel:link so mobile taps dial - Short forms (only ask what you need) — every extra field costs conversions; name + contact + one detail is usually enough
- Fast load and clean mobile layout — test in PageSpeed Insights (pagespeed.web.dev) and hit the "good" Core Web Vitals: LCP < 2.5s, INP < 200ms, CLS < 0.1
- No dead ends — every page has a next step — every scroll section ends with the CTA or a logical link
Verify
- Ask someone unfamiliar: "what do we do and what should you do next?" — record their exact answer
- If they hesitate, simplify — cut words and choices until the path is obvious; watch real sessions with a free heatmap tool like Microsoft Clarity