Conversion Optimisation Checklist

What you'll need: your live or in-progress website (homepage, offer/product page, about page, and opt-in funnel already built)
⏱️ Time: 45–60 minutes
✅ Output: A site that's technically ready to convert the traffic you send to it
Great copy on a slow, confusing, or untracked site still loses customers. This page covers everything outside the words themselves — the technical and structural details that quietly decide whether visitors stay, trust you, and convert.
Work through each section once your pages are built. This isn't about rewriting anything — it's about checking what's already there.

Page Speed

A slow page loses visitors before they read a single word. Every extra second of load time measurably increases the number of people who leave without acting.
How to check your page speed
Use Google's free PageSpeed Insights tool (search "PageSpeed Insights," paste in your page URL). It scores your page and tells you specifically what's slowing it down.
THE MOST COMMON CULPRITS:
  • Large, uncompressed images — by far the most frequent cause for small businesses. A single photo straight from a phone camera can be 5 to 10x larger than it needs to be for the web.
  • Too many fonts or font weights loaded at once
  • Apps and tracking scripts installed but never used (old chat widgets, unused analytics tools)
  • Video backgrounds on hero sections — beautiful, but often the single biggest speed cost on a page
WHAT TO DO ABOUT IT:
  • Compress every image before uploading (TinyPNG or Squoosh are free and take seconds per image)
  • Remove any app, plugin, or script you installed once and never actually use
  • If your hero section has a video background and your speed score is poor, swap it for a compressed static image and see if the score improves
    • ✅ Page speed checklist:
    • Run PageSpeed Insights on your homepage and your offer/product page
    • Every image has been compressed before uploading
    • Unused apps, scripts, and plugins have been removed

Mobile Experience

Most of your traffic — often 60% or more — will arrive on a phone, not a desktop. A page that looks great on a laptop screen can be genuinely broken on mobile without you ever noticing, because you're testing it on the device it was built on.
What to actually check on your own phone
Open every page on your actual phone, not just a desktop browser resized smaller. Go through this list on each one:
  • Is your headline fully visible without scrolling, or does the hero image push it below the fold?
  • Are your buttons big enough to tap accurately with a thumb, with space around them?
  • Does any text overflow its container or get cut off at the edge of the screen?
  • Do your forms (especially your opt-in form) work cleanly — does the right keyboard pop up for an email field?
  • If you have a sticky header or footer, does it cover important content or block the CTA button?
EXAMPLES OF WHAT THIS LOOKS LIKE IN PRACTICE:
  • A personal trainer's hero image is so tall on mobile that her headline and CTA button are both pushed below the visible screen — visitors have to scroll just to see what the page is even about.
  • A skincare brand's product page has an "Add to Cart" button sitting directly behind a sticky promo banner on mobile, making it nearly impossible to tap without first dismissing the banner.
✅ Mobile experience checklist:
  • Every page tested on an actual phone, not just a resized browser window
  • Headline and CTA visible without scrolling on mobile
  • No overlapping or cut-off elements found

Trust signals sitewide

Individual pages already cover proof and trust in detail — this is about making sure the basics are consistent and visible everywhere, not just on the pages where you remembered to add them.
The site-wide trust checklist
  • A way to contact you (email, contact form, or both) is easy to find from any page, not buried three clicks deep
  • If you have social proof — reviews, testimonials, certifications — the same core proof appears consistently, not just on one page and forgotten everywhere else
  • Your footer includes basic legal pages: privacy policy, terms, and for ecommerce, shipping and returns information
  • If you accept payments, recognisable payment or security badges are visible near your checkout or booking step
EXAMPLES:
  • A wedding photographer has glowing testimonials on her homepage but no way to actually contact her without finding a tiny email address buried in the footer — visitors who are ready to book have to hunt for how.
  • A candle brand's product pages all show a 4.8-star rating, but the footer has no visible returns policy at all, which quietly raises doubt right before checkout.
    • ✅ Sitewide trust checklist:
    • Contact information is easy to find from any page
    • Proof and trust signals are consistent across pages, not one-off
    • Footer includes the basic legal and policy pages your business type needs

Navigation and CTA consistency

Every page in the Website Copy Workbook was built around one primary action. This section checks that the rest of your site doesn't quietly compete with that.
What to check
  • Your main navigation menu doesn't bury or compete with your primary CTA — the goal of each page should still feel obvious even with a nav bar present
  • The same CTA language is used consistently for the same action across the site (don't say "Book a Call" on one page and "Get in Touch" on another for the identical action — pick one and use it everywhere)
  • Any pop-ups or banners don't introduce a second, competing offer that distracts from the page's actual goal
EXAMPLES:
  • A financial advisor's homepage CTA says "Book My Free Session," but the offer page he links to from his nav menu says "Schedule a Consultation" — same action, different words, which quietly makes visitors wonder if it's actually the same thing.
  • A jewellery brand has an exit-intent pop-up offering 10% off that appears on every single page, including the checkout page itself, undercutting their own full-price sale.
    • ✅ Navigation and CTA checklist:
    • Primary CTA is never visually buried by the navigation menu
    • The exact same CTA wording is used for the same action everywhere it appears
    • No pop-up or banner is competing with the page's main goal

Analytics and tracking

None of this matters if you can't actually see what's happening. This is the minimum tracking setup to know whether your pages are working.
The minimum tracking setup
  • Google Analytics (or your platform's built-in analytics) is installed and confirmed working — not just added once and never checked
  • Your opt-in form submissions are tracked as a specific, named goal or event, not lumped in with general traffic
  • If you're running paid ads or plan to, a pixel (Meta Pixel, Google Ads tag) is installed on your site before you start spending, not added afterward
HOW TO CONFIRM IT'S ACTUALLY WORKING:
Visit your own site in an incognito browser window and complete your opt-in form yourself. Then check your analytics dashboard — you should see that visit and that conversion show up within a few minutes. If nothing appears, the tracking isn't actually working yet, regardless of whether you installed it.
✅ Analytics checklist:
  • Analytics is installed and confirmed working with a real test visit
  • Opt-in submissions are tracked as their own named goal
  • Any ad platform pixels are installed before ad spend begins

Final technical checks

A handful of small, easy-to-miss items that can quietly undermine everything else you've built.
Get found by Google
Building a great page doesn't mean Google knows it exists yet. This is the step that actually gets you found in search.
WHAT TO DO:
  • Set up a free Google Search Console account for your domain (search "Google Search Console")
  • Submit your sitemap — most platforms generate this automatically at yourdomain.com/sitemap.xml, you just need to tell Google where it is
  • Once submitted, it can take days to weeks for new pages to actually appear in search — this is normal, not a sign something's broken
EXAMPLE:
A health coach builds her entire opt-in funnel, gets the copy and design exactly right, but never connects Search Console — six months later she realises her site has never appeared in a single Google search result, because she assumed having a website automatically meant Google knew about it.
Check for broken links and old pages
Click through every page and every button on your site, including the ones you built months ago and haven't looked at since.
WHAT TO LOOK FOR:
  • Links that go nowhere or show a 404 error
  • Old pages still live with outdated pricing, an old offer, or a lead magnet you no longer use
  • Buttons that were supposed to link somewhere but were never actually connected
A free tool like Dead Link Checker (search the name) can scan your whole site for broken links in a couple of minutes if clicking through manually feels like too much.
Favicon and secure connection
Two small details that affect trust the moment someone glances at their browser tab or address bar.
FAVICON: the small icon that appears in the browser tab next to your page title. Most platforms let you upload this in your site settings — use your logo or initials. A blank or default icon quietly signals an unfinished site.
SSL / SECURE CONNECTION: check that your site URL starts with "https://" not "http://", and that no security warning appears when visitors arrive. Almost all modern platforms include this automatically, but it's worth confirming — a "not secure" warning in the browser will stop visitors cold, regardless of how good your copy is.
Make sure your emails actually arrive
Everything built in the Lead Magnet Workbook depends on emails landing in the inbox, not spam.
WHAT TO DO:
  • Check your email platform's setup guide (Klaviyo, Mailchimp, Flodesk, etc.) for instructions on verifying your sending domain — this is usually a short one-time setup
  • Send yourself a real test opt-in and check if it arrives in your main inbox or gets filtered to spam or promotions
EXAMPLE:
A jewellery brand sets up their discount code email perfectly, but never verifies their sending domain — for weeks, a portion of their welcome emails quietly land in customers' spam folders, and they have no idea why their discount code redemption rate is lower than expected.
✅ Final technical checklist:
  • Sitemap submitted to Google Search Console
  • Every page and button clicked through — no broken links or outdated pages live
  • Favicon uploaded and showing correctly
  • Site loads with a secure connection, no browser warnings
  • Sending domain verified and a test opt-in email confirmed landing in the inbox
✅ Conversion Optimisation Checklist complete. Your site is now:
  • Fast enough that visitors don't leave before it loads
  • Tested and working cleanly on mobile
  • Consistent and trustworthy across every page, not just the ones you remembered
  • Built around one clear action per page, with no internal competition
  • Set up to actually show you what's working
This closes out Module 2. Your website, lead magnet funnel, and tracking are all in place.

🎉 You've completed Module 2!

Take a moment with this one. You now have a website that doesn't just exist — it's built to actually do something. Every page has a clear job, a clear voice, and a clear next step for the person reading it. Your lead magnet funnel is live end to end, from the first headline someone sees to the email that lands in their inbox afterward. And the technical groundwork is in place so all of that effort is actually trackable and findable, not just sitting on the internet hoping someone stumbles across it.
Most small businesses never get this far. They have a website, sure — but it was built once, years ago, by whoever was cheapest or fastest at the time, and it's never been touched since. You've just done something different: you built every page around real research into who you're actually talking to, what they're struggling with, and what would genuinely move them to act.

What's next

With your website now built and converting, Module 3 turns to getting real people in front of it — fast. Rather than guessing at content for weeks before you know if your messaging actually works, you'll run a small, controlled paid traffic test to validate what you built in Module 1 and 2, find out which angle converts best, and start generating the kind of proof (results, testimonials, real data) that makes everything you do after this stronger.
Module 03 - Meta Ads (Paid Social)