Lead Generation Website Checklist: Do You Have All 15 Elements?
Most websites have some of these elements. The best websites have all of them.
The 15-Point Checklist
☐ Clear headline (above the fold)
Visitors understand what you do and who you serve within 3 seconds. "Web design for contractors in Alabama" beats "Welcome to ABC Design."
☐ Single value proposition
One clear reason to choose you. "We get your website generating leads in 4 weeks" not a list of 10 reasons.
☐ Service area clarity
Specific cities and regions. "Serving Fairhope, Daphne, Spanish Fort and Baldwin County" not "serving Alabama."
☐ Social proof (testimonials or reviews)
Real customer reviews with names and locations. "4.9 stars from 50+ customers" or 3–5 specific testimonials.
☐ Portfolio/before-after examples
Show recent work. For contractors, before/after. For software, screen shots or demos. Shows you deliver results.
☐ Primary call-to-action button
Big, contrasting color, action text. "Get a free quote" or "Schedule a consultation" not "Submit."
☐ Secondary/repeated CTAs
Not just on the hero. CTAs on service pages, bottom of main content, in footer. Multiple chances to convert.
☐ Service pages (one per service)
Dedicated pages for each main service, not lumped together. Each page explains: what it is, who it's for, what problems it solves, what's included, pricing or starting price.
☐ Pricing or starting price
Even a ballpark. "Starting at $350" or "$2,000–$15,000 range." "Contact for pricing" loses 50% of leads.
☐ Mobile-optimized
Website looks great on phones. Text is readable, buttons are tappable, forms work. Test on a real phone.
☐ Fast loading (under 3 seconds)
Use Google PageSpeed Insights. Mobile pages are slow? You lose leads. Each second adds 7% bounce rate.
☐ Contact information prominent
Phone number visible on every page (especially mobile). Clickable. No hunting through 5 pages to find your number.
☐ About/trust section
Who are you? How long have you been in business? Why should customers trust you? Builds confidence.
☐ Simple contact form
Ask for minimum info (name, phone/email, brief message). Long forms convert at 50% the rate of short ones. You can ask for details after they submit.
☐ Local SEO foundation
Page titles with location keywords. Headings that mention your services + area. Schema markup for local business. Service area pages. Helps Google and customers find you.
How to Score Yourself
13–15 elements: Your website is conversion-focused. You're probably generating leads consistently.
10–12 elements: You're missing some key pieces. Adding 2–3 missing elements could increase leads by 20–30%.
Under 10 elements: Your website is likely costing you customers. Major redesign would likely pay for itself in 2–3 months through increased leads.
Quick Wins (What to Fix First)
If you scored under 13, prioritize in this order:
- Mobile optimization (costs nothing, massive impact)
- Clear headline and value prop (rewrite, no rebuild needed)
- Add testimonials/reviews (ask recent customers)
- Add pricing or starting price (transparency builds trust)
- Prominent phone number (make it clickable on mobile)
These five alone can move conversion rates up 20–40%.
Need help auditing your website? We review sites against this checklist and show you exactly which elements to add for maximum lead impact. Get your site audit →