Your website is your hardest-working salesperson. If it's not converting, you don't have a traffic problem — you have a clarity problem. Run through this list before spending another dollar on ads.
1–4: The first 5 seconds
1. A headline that names the outcome you deliver, not what you do.
2. A subhead that names who it's for.
3. One — and only one — primary CTA above the fold.
4. A trust signal in the hero (reviews count, big-name client, certification).
5–8: Proof and friction
5. Real testimonials with full names and photos.
6. A short founder story or 'why us' that feels human.
7. Pricing or starting price visible — vague pricing kills trust.
8. Forms with 3 fields or fewer. Each extra field drops conversion by 5–10%.
9–11: Close the loop
9. A live chat or AI assistant — answers questions buyers won't email about.
10. SMS option, not just email. Open rates are 6× higher.
11. A clear 'what happens next' after the form is submitted. Don't leave them guessing.