The Website Conversion Checklist
Nine things a page needs before it can sell anything, in the order to fix them.
Published Aug 28, 2026
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Work through these in order and a page that currently collects nothing will start producing enquiries you can trace to a source. Each step below is something you can write or change yourself in an afternoon. The order matters: fixing tracking on a page nobody understands tells you nothing, and adding testimonials to a page with no offer on it just delays the same confusion.
1. Rewrite the headline so it names the customer, the outcome, and the place
The first line of the page has one job: let a stranger decide in three seconds whether you are for them. Use the pattern who you help + what they get + where, and cut everything else.
"Bookkeeping for trades businesses in Leeds — books closed monthly, VAT filed on time." That works. "Excellence in financial services since 1998" does not, because it is true of every competitor.
That is where the free part ends.
The rest walks the whole thing through, step by step — including the parts people get wrong and what to do when the normal route fails.