The homepage conversion checklist

Message

• The opening states who the business helps and the outcome offered.
• Language reflects customer problems rather than internal terminology.
• Important services are distinguishable without reading every paragraph.
• The primary action is specific and appropriate to the buying stage.

Trust

• Claims are supported by relevant work, credentials, testimonials or process.
• Proof appears near the decision it supports.
• Contact details, policies and company identity are easy to verify.
• Case studies distinguish verified results from general examples.

Journey

• Navigation uses labels a customer will understand.
• Headings tell a coherent story when scanned alone.
• Links guide visitors to focused service and evidence pages.
• The contact path explains what happens after enquiry.

Search and answer readiness

• The title and description accurately represent the page.
• One logical main heading introduces the business.
• Important information is present in crawlable text.
• Organisation details are consistent and structured data reflects visible facts.

Experience and measurement

• The page is usable by keyboard and readable on small screens.
• Images are purposeful, appropriately compressed and described when meaningful.
• The page loads quickly under realistic mobile conditions.
• Forms, phone links, email links and analytics events work.

Prioritise any failure that blocks understanding or action. Record the baseline, make the change, and evaluate qualified enquiries—not clicks in isolation.

Frequently asked questions

Questions, answered

What should appear above the fold?

Prioritise a clear audience and outcome, a primary next step and enough context to continue. The exact composition should reflect visitor intent and brand maturity.

How many calls to action should a homepage have?

A homepage can repeat one primary action and offer a secondary path for visitors who are not ready. Avoid competing actions with equal visual weight.

Does the homepage need to target a keyword?

It should clearly describe the business, but a focused service page is often better for a specific commercial query. Avoid forcing every topic onto the homepage.

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