Above the fold (the most expensive real estate on the page)
1. Headline answers what + who, in under 8 words. “Performance marketing for premium beauty brands” beats “Welcome to our agency.” If a visitor can’t tell what you do and who it’s for in three seconds, they leave.
2. Subheadline names the outcome. Not the feature. “Pay only for booked appointments, not clicks” rather than “Advanced AI-driven attribution modelling.”
3. Primary CTA is visible without scrolling. One button, one action. If you have two CTAs above the fold, you’ve already lost.
4. Hero image or video shows the product/result, not stock photography. A photograph of a real customer or a screenshot of the product converts better than an illustration of a happy person at a laptop.
Trust and credibility
5. Social proof appears within the first scroll. Logos of clients, a testimonial quote, a star rating, or a stat (“$12M in tracked revenue last quarter”). Generic trust badges (Visa, Mastercard) don’t count.
6. Specific numbers, not adjectives. “Trusted by 47 brands” beats “trusted by many.” “Average 3.2× ROAS in 90 days” beats “industry-leading results.”
7. A real human is named. Founder photo, team page link, or signed testimonials. Anonymous brands convert worse than transparent ones.
Offer clarity
8. The offer is described in three to five bullet points. Each bullet leads with the outcome, not the deliverable. “You get weekly performance reports” → “You see exactly where every dollar is going, every Monday.”
9. Pricing is either stated or there’s a clear reason it isn’t. Hidden pricing kills mid-funnel conversions. If you can’t list it, write “Pricing depends on scope — typical engagements range from $3K–$8K/month” so visitors know whether to keep reading.
10. Risk reversal is explicit. Money-back guarantee, free trial, no contract, first-month free — pick one and call it out clearly.
Friction and form design
11. The form has the minimum viable fields. Name, email, one qualifying question. Every field added drops conversion rate by ~7% on average. If you don’t need it for the next conversation, cut it.
12. The submit button text describes what happens next. “Send It Over” or “Get My Plan” beats “Submit.” The button is the last thing they read before clicking; make it about them.
13. There’s a post-submit thank-you page or message that sets expectations. “We’ll respond within 24 hours” or “Check your email for next steps.” The space between submission and response is where conversion guilt sets in — fill it.
Tracking infrastructure
14. Every page has Pixel + CAPI + GA4 firing correctly. If you’re driving paid traffic to a page without conversion tracking, you’re blind. Test with Tag Assistant before launch.
15. UTM parameters pass through to your CRM. When a lead comes in, you should know which campaign, ad, and creative produced it without manual stitching.
The order of operations
Don’t try to fix all fifteen at once. Audit your page against the list, count the misses, and start with the above-the-fold items. Headline, subheadline, CTA visibility — those three changes alone often double conversion. The rest is incremental.