Most small business websites have the same problems. After running hundreds of conversion audits, we see the same 27 issues come up again and again — and fixing even half of them can double the leads a site generates. This CRO checklist walks you through every one of them.
Work through it section by section. Tick off what you have. Fix what you don’t. And if you want someone to do it for you, get a free CRO audit and we’ll identify every issue on your site.
Homepage Checklist
1. Clear headline above the fold. Your main headline should say what you do, who you do it for, and why it matters — in one or two sentences. No clever wordplay. No jargon.
2. Visible CTA in the first screen. A visitor should be able to take action without scrolling. A phone number, a “Get a Quote” button, or a “Book a Call” link needs to be visible immediately.
3. Trust signals visible on load. Reviews, logos, certifications, or a line like “Trusted by 200+ Utah businesses” reduce anxiety before a visitor even starts reading.
4. No autoplay video or music. Autoplay kills load speed and annoys visitors. Remove it unless you have a strong reason to keep it.
5. No homepage slider. Carousels move too fast for visitors to read and hurt load performance. Replace with a single strong hero image and headline.
6. Page loads in under 3 seconds. Check your speed at Google PageSpeed Insights. Anything above 3 seconds on mobile costs you leads.
Navigation Checklist
7. Primary CTA in the navigation. The “Contact,” “Get a Quote,” or “Book Now” button should be in your top nav — styled as a button, not a plain text link.
8. Navigation has 7 items or fewer. Too many nav items create decision paralysis. Cut anything a visitor doesn’t need in their first visit.
9. Logo links back to the homepage. This is expected. If it doesn’t work, it frustrates users.
10. No dead links in the nav. Check every navigation link. Broken links destroy trust immediately.
Page Copy Checklist
11. Every page has one primary goal. A page that tries to do everything converts nothing. Each page should point visitors toward one clear action.
12. Benefits are front-loaded. Don’t bury “what’s in it for me” three paragraphs down. Lead with the benefit, then explain how it works.
13. Short paragraphs (3 sentences max). Long blocks of text cause visitors to skim past your message. Break everything up.
14. No passive voice or jargon. Write the way you’d talk to a customer in person. If a 12-year-old wouldn’t understand it, rewrite it.
15. Social proof appears near CTAs. A testimonial or review placed right next to your “Get Started” button directly increases conversions.
For more on building persuasive page copy, read our guide on how to optimize your landing pages for more leads and sales.
Forms Checklist
16. Forms have 5 fields or fewer. Every additional field reduces completion rates. Ask only for what you genuinely need. Name, email, and phone is usually enough.
17. No required fields you don’t actually need. “Company name” and “Title” are optional for most service businesses. Making them required loses you leads.
18. Error messages are specific and helpful. “Please enter a valid email” is useful. A red outline with no explanation is not.
19. Forms confirm submission immediately. After someone submits a form, show a clear thank-you message or redirect to a confirmation page.
20. Forms are mobile-friendly. Test your forms on a phone. Tap targets, keyboard types (numeric for phone fields), and layout should all work without frustration.
See more on simplifying your forms to boost conversions.
Trust and Credibility Checklist
21. Testimonials are specific and attributed. “John D. from Salt Lake City helped his roofing business get 3x more leads” converts better than “Great service! — J.D.”
22. You have a visible phone number. Even if most people don’t call, seeing a phone number makes your business feel real and trustworthy.
23. You have an About page with real photos. People buy from people. A team photo and a short story about who you are makes your business feel human.
24. SSL certificate is active. If your URL shows “Not Secure” in the browser, visitors will leave. Make sure your site runs on HTTPS.
For a deep dive on trust signals, see our article on leveraging social proof to build trust and skyrocket conversions.
Mobile Checklist
25. Every button is at least 44px tall. Tap targets smaller than 44px are easy to miss on a phone. This kills mobile conversion rates.
26. Text is readable without zooming. Minimum 16px font size for body copy. Anything smaller forces visitors to pinch and zoom — and then they leave.
27. Mobile layout tested on a real device. Don’t just rely on Chrome’s mobile preview. Actually open your site on an iPhone or Android phone and try to complete the key actions.
How to Use This CRO Checklist
Go through each item and mark it as: Done, Needs Fixing, or Not Applicable. Prioritize your “Needs Fixing” items by expected impact — slow load speed, unclear headlines, and long forms tend to have the biggest effect on conversion rates.
If you’re a Utah small business and you want a professional set of eyes on your site, a CRO audit will identify exactly where you’re losing leads and give you a prioritized fix list. Most of our clients see results from the first round of changes within 30 days.
Frequently Asked Questions
What is a CRO checklist and why do I need one?
A CRO checklist is a structured list of website elements to review for conversion rate optimization. It ensures you don’t miss common issues that cause visitors to leave without taking action. Most business websites have at least 10–15 fixable problems affecting their lead and sale rates.
How long does it take to work through this CRO checklist?
For a small business website with 5–10 pages, you can work through this checklist in 2–3 hours. Some fixes take minutes. Others like improving page speed may require developer help.
Which items on the CRO checklist have the biggest impact?
Page load speed, a clear above-the-fold CTA, and short forms consistently deliver the highest conversion lifts. If you can only fix three things, start there.
Do I need a developer to complete this CRO checklist?
About two-thirds of these items can be fixed without any coding. Copy changes, form simplification, and adding trust signals can all be done in your CMS. Items like page speed optimization may require developer assistance.
Should I run A/B tests as part of my CRO checklist process?
Yes — once you’ve fixed obvious issues, A/B testing helps you optimize further. But don’t test before fixing the fundamentals. Fix the basics first, then test.
Ready to Find Every Issue on Your Site?
This checklist covers the most common problems, but every website is different. A professional CRO audit goes deeper — analysing your analytics, user behaviour, and specific page performance to build a fix list tailored to your business.
Utah businesses that complete a CRO audit typically find 15–25 fixable issues. Many see measurable conversion improvements within the first month of implementing changes.
