Website Conversion Rate Optimization Checklist

Turn more website visitors into paying customers. This CRO checklist covers every element of a high-converting local business website.

30 total items60 minIntermediate4 sections

Homepage & First Impression

0 / 8

State what you do and where in the above-the-fold hero section (within 5 seconds of landing)
Include your city/area name in the main H1 heading
Show your phone number prominently in the top navigation bar — click-to-call on mobile
Display a primary CTA button above the fold ('Book Now', 'Get a Free Quote', 'Call Us')
Show trust signals above the fold: star rating, review count, or years in business
Load your homepage above-the-fold content in under 2 seconds on mobile
Ensure your logo links back to the homepage
Remove all carousels/sliders — they reduce conversions on local business sites

0 / 7

Display your Google star rating prominently (widget or static badge with review count)
Add 3–5 text testimonials with the reviewer's first name, photo, and neighborhood
Include a 'Before and After' section if relevant to your service (salons, cleaners, etc.)
Show any media mentions, awards, or certifications with logos
Display your BBB rating, industry memberships, or professional certifications
Add a Google Maps embed showing your location on the Contact page
Include a 'Meet the Team' or 'About the Owner' section with real photos

0 / 7

Have a visible CTA button in every section (not just the hero)
Use a sticky header on mobile with your phone number and a CTA button
Add a contact form on every service page — not just the Contact page
Keep contact forms short: Name, Phone/Email, and Message only (3 fields max converts best)
Add a live chat widget (Tidio, Intercom, or Facebook Messenger plugin)
Create an exit-intent popup with a special offer for first-time visitors
Add a floating 'Book Now' or 'Call Us' button fixed to the bottom of mobile screens

0 / 8

Test your site on iPhone and Android — all buttons and forms must work perfectly
Ensure all tap targets are at least 44×44 px (thumbs can't tap tiny buttons)
Compress all images — use WebP format and lazy loading for images below the fold
Eliminate render-blocking scripts — defer non-critical JavaScript
Score 85+ on Google PageSpeed Insights for mobile
Ensure your booking or contact form works without errors on mobile browsers
Test your site on 3G connection speed — it must still be usable
Verify all phone numbers are formatted as clickable tel: links on mobile

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