Skip to main content
Free Conversion Resource

CRO Checklist

27 concrete checks to get more leads from the traffic you already have. Organized by above-the-fold, forms, trust, mobile, and measurement.

27 Conversion Checks
8 Critical Fixes
5 Focus Areas
Above the FoldForms and CTAsTrust SignalsMobile ExperienceMeasurement
Priority Levels:
Critical
High
Medium

Above the Fold

What visitors see within the first few seconds determines whether they stay. Get this right before anything else.

3 critical3 high priority6 total items
Primary CTA button is visible within the first 600px on mobile without scrolling
critical
Headline immediately communicates what you do and who you help (no cleverness)
critical
Subheadline supports the headline with one concrete benefit or outcome
high
Hero image or video shows your product/service in context, not stock people
high
Navigation does not compete with the primary CTA for visual attention
high
Page load time under 3 seconds on a mid-range mobile device
critical

Forms and CTAs

Every form field you add reduces completions. Every moment of friction costs leads.

2 critical4 high priority6 total items
Contact forms ask for only essential information (name, email, phone, message)
critical
Form labels are visible above the field, not placeholder text that disappears
high
CTA button copy describes the outcome, not the action ("Get My Free Estimate" not "Submit")
high
Error messages appear inline next to the relevant field, not at top of form
high
Confirmation page or message tells the user what happens next and when
high
Phone number is tap-to-call on mobile (href="tel:" link)
critical

Trust Signals

Visitors are skeptical. Trust signals reduce risk perception and move people toward action.

1 critical5 high priority7 total items
Real customer reviews or testimonials are visible on key landing pages
critical
Testimonials include the reviewer's full name, location, and photo (not initials)
high
Credentials, certifications, or licenses are visible on relevant pages
high
Photos of real team members appear on the About or service pages
high
Physical address and local phone number are in the footer (not just a form)
high
Privacy policy link is near any data collection form
medium
Portfolio or case studies with specific outcomes (not just project photos)
high

Mobile Experience

Most service business leads start on mobile. Frictions that feel minor on desktop are deal-breakers on a small screen.

1 critical3 high priority4 total items
All tap targets (buttons, links) are at least 44x44px with adequate spacing
critical
Font size is at least 16px for body text (prevents auto-zoom on iOS)
high
Forms do not trigger horizontal scroll on mobile
high
CTA button is sticky or repeats below the fold on long pages
high

Measurement

You cannot improve what you do not measure. These items ensure your conversion data is accurate.

1 critical1 high priority4 total items
Goal conversions are configured in GA4 for form submissions, calls, and purchases
critical
Phone call clicks tracked as events in GA4 (not just page views)
high
Heatmap or session recording tool running on key landing pages
medium
A/B test infrastructure in place (at minimum, a tool that allows testing)
medium

Highest-Impact Fixes to Start With

Not sure where to begin? These five items deliver the most conversion lift per hour invested.

1

Make CTA visible above fold on mobile

2

Rewrite CTA button copy to state outcome

3

Add real testimonials with photos

4

Make phone number tap-to-call

5

Set up GA4 conversion tracking

CRO Questions Answered

Common questions about improving website conversion rates.

What is a good conversion rate for a service business website?

Conversion rates vary widely by industry, traffic source, and what you define as a conversion. For local service businesses, a 2-5% conversion rate from organic traffic (visitors to leads) is a reasonable baseline. Paid traffic campaigns often target 3-8% depending on the offer and landing page quality. Focus on your own trend over time rather than industry averages.

Should I fix CRO issues before running paid ads?

Yes. Running paid traffic to a page that does not convert wastes your ad budget. Fix the highest-impact CRO items on your landing page first — especially above-the-fold clarity, CTA visibility, and trust signals — before scaling spend. A page that converts at 3% vs. 1% means you get three times the leads for the same ad cost.

How do I know which CRO change had the biggest impact?

Ideally, test one change at a time. If you change your headline and your CTA in the same week, you do not know which drove the improvement. A/B testing tools (like Google Optimize alternatives, VWO, or Optimizely) allow controlled tests. If testing infrastructure is not in place, make changes in sequence and track results in weekly periods.

How important is page speed for conversion rate?

Very. A one-second delay in load time can reduce conversions by a meaningful percentage, especially on mobile. For mobile traffic in particular, pages that take more than 3 seconds to load lose a large portion of potential visitors before they even see your offer. Fix performance before testing messaging or design changes.

What is the most common CRO mistake service businesses make?

Burying the phone number. Most local service leads want to call. If your number is only in the header (which disappears on scroll) and your form is the only visible option, you are losing the leads who are ready to act right now. Make your phone number visible at multiple points on the page and tap-to-call on mobile.

Related Resources

Pre-Launch QA Checklist

35 checks to run before your site goes live.

View Resource

SEO Audit Checklist

30-point site audit to improve rankings and traffic.

View Resource

Website Brief Template

20-prompt template to plan a conversion-focused site.

View Resource

Want a CRO Audit on Your Site?

We review landing pages, identify the top conversion bottlenecks, and provide a prioritized fix list — no fluff.

CRO ServicesGet a Free Consultation