1. Does the first screen explain the offer?
A visitor should be able to understand what you provide, who it is for and why the next step is relevant. Read the page without the context your internal team takes for granted. Replace broad claims with specific explanations. A strong headline is useful, but it needs support from plain language that helps a buyer recognize their situation.
2. Does the page match the promise?
Compare your advertisements, search snippets and sales links with the page they send people to. If an advertisement describes one service but the destination opens with a general company introduction, the visitor must do extra work. Keep the offer, location and expected action consistent. A dedicated landing page can help when a campaign has a clear audience and a distinct decision to support.
3. Is the evidence relevant and genuine?
Testimonials, examples and certifications should answer the buyer’s real concerns. A case study should explain what changed, over what period and under which measurement rules. If you do not yet have approved evidence, use a transparent process explanation rather than invented proof. Make it easy to distinguish an illustrative scenario from a documented client result. Trust is harder to repair than an empty testimonial section.
4. Can someone use the page comfortably on mobile?
Check the experience on a narrow screen and with enlarged text. Look for clipped headings, awkward navigation, small touch targets and forms that demand unnecessary typing. A layout that looks attractive in a desktop screenshot can still be difficult to use. Prioritize the tasks people need to complete, then make the supporting content easy to scan.
5. Is the form proportionate to the request?
Ask only for information needed at that stage. A free audit may need a website and contact details; an initial conversation may not need a full procurement questionnaire. Explain what will happen after submission, show useful validation and preserve typed information when delivery fails. A success message should mean the request was actually accepted by the receiving service, not merely that a button was clicked.
6. Do the numbers describe real actions?
Test the conversion events. Check for duplicate submissions, accidental button-click goals and internal traffic. If the form sends data to a CRM, confirm the record appears with the expected fields. Consent and browser restrictions can leave gaps, so do not promise perfect measurement. A small amount of well-defined data is more useful than a large dashboard built on ambiguous events.
7. What is the next test?
Write one hypothesis connecting a problem, a proposed change and a success measure. For example: visitors are unsure whether a service covers their region; placing a clear coverage statement near the form may improve suitable enquiries. If traffic is sufficient, design an experiment. If it is not, combine usability evidence with careful before-and-after observation and label the limits. Fix the highest-confidence friction before buying more traffic.