The website conversion checklist we use before every launch

A good-looking website isn't automatically an effective one. Before any launch, we run through a checklist that covers clarity, trust, speed and measurement.

Clarity

• Can a visitor tell what you do and who it's for within five seconds?
• Is there one obvious primary action on every key page?
• Do headings explain benefits, not just features?

Trust

• Is there real proof — work, credentials, reviews or guarantees?
• Are contact details and business information easy to find?
• Does the design feel consistent and current?

Speed and access

• Do key pages load quickly on mobile networks?
• Are images optimised and modern formats used?
• Can the site be navigated by keyboard with visible focus states?

Measurement

• Are form submissions and key clicks tracked as conversions?
• Is consent handled properly before analytics load?
• Is there a dashboard someone will actually check?

Ticking every box won't guarantee results, but missing them almost guarantees wasted traffic.