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Conversion leak checklist (public pages)

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Most paid traffic dies on the landing page — unclear hero, competing CTAs, weak match to the ad, or a form that asks too much. These 25 checks are grouped under Hero / CTA / Match / Offer / Proof / Form / Trust / Mobile. New full jobs emit these eight labels on the dimension scorecard (Message match omitted only when there is no ad copy). Older jobs stay omit-safe and may still use engine names. Walk the list by hand, or run a free grade and unlock the $19 page file of record when you want rank + evidence. If the leak is the next URL, paste that public page on the home form.

How to use this list

  • Check the URL a visitor actually lands on (not only the homepage).
  • Prefer a cold read: private window, phone width.
  • Mark each item pass / leak / N/A. Leaks that block the primary conversion go first.
  • When you want a ranked action box, run a free mini audit and unlock if needed (sample).

Public pages only — this list does not cover authenticated dashboards or behind-login flows.

Hero

  • 1. Primary promise is obvious in ~5 seconds — visitor knows what you sell and for whom.
  • 2. No visual noise burying the offer — carousel chaos, autoplay, dense nav, or a consent/cookie/chat overlay covering the primary.
  • 3. Outcome or mechanism is concrete — not only vague “better results.”

Deep-dive: Hero clarity.

CTA

  • 4. One clear primary CTA — not three equal “Learn more / Start free / Contact sales” buttons competing.
  • 5. CTA verb matches the next real step — “Book demo” only if a demo is the path; the verb plus the real next-step expectation (NN/g 3-step CTA).
  • 6. Secondary path is demoted — sales or “learn more” as a text link, not a second filled primary.

Deep-dive: CTA hierarchy.

Match

  • 7. Hero supports the ad or search intent — arriving promise from ad, SERP snippet, or AI Overview / AI Mode citation.
  • 8. Consistent brand and offer across ad → landing → next page so the visitor does not feel bait-and-switched.
  • 9. Eyebrow / next-step language matches the job you bought the click for — if the ad sold a free grade, the form should not say “Book a product tour.”

Deep-dive: Message match · Why ads don't convert.

Offer

  • 10. Who it is for / not for is stated or strongly implied.
  • 11. Price or plan path is findable without a sales wall when you claim self-serve (or the sales path is explicit).
  • 12. Risk reversal is visible when you claim it — trial length, guarantee, or cancel policy is not hidden three clicks deep.

Deep-dive: Offer and pricing clarity.

Proof

  • 13. Specific proof near the claim — metrics, named logos, or method next to the claim and the primary CTA — footer-only badges are not next to the CTA (CXL: proof in the decision band).
  • 14. Social proof is relevant to the buyer segment on this page (not generic stock testimonials presented as real customers).
  • 15. No broken proof — placeholder logos, lorem ipsum, or “Coming soon” on critical evidence.

Deep-dive: Social proof that converts.

Form

  • 16. Form asks for the minimum required to deliver the next step — do not force account creation when guest or email-next would do (Baymard guest-first, applied to public forms).
  • 17. Field labels and errors are clear on mobile; inputs ≥16px; tap targets ≥24px (WCAG 2.2 2.5.8); no tiny fields.
  • 18. Submit state is honest — loading, success, and failure are obvious; no silent fail.
  • 19. Post-submit next step is clear — calendar, email, dashboard, or confirmation — not a dead end.

Deep-dive: Form friction.

Trust

  • 20. Security / privacy / compliance claims appear only if true and easy to verify (link to real policy pages).
  • 21. Contact or support path is available for high-consideration offers.
  • 22. Legal and footer basics — privacy/terms linked if you collect email or take payment; no “mystery company.”

Deep-dive: Trust and risk reversal.

Mobile

  • 23. Mobile fold still shows offer + CTA — no cut-off headline or CTA below a second scroll; long pages keep a reachable primary (sticky OK); consent banner must not cover that primary.
  • 24. Speed and layout stability — large layout shifts or a multi-second blank hero kill paid traffic.
  • 25. Core content works without third-party scripts failing — key copy is in HTML; publicly reachable without login, geo wall, or bot challenge. Agent files (llms.txt) must be Markdown (not the empty SPA) and must not contradict the visual offer. llms.txt is not a Google ranking lever.

Deep-dive: Mobile conversion · Lighthouse vs a conversion audit.

After you check the list

If you…Do this
Found 1–3 clear leaksShip those first — they are your “fix 3 this week”
Found many competing issuesGet a ranked order — free grade + optional $19 page file
Need to show stakeholdersShare the sample report format (dimensions, captures, action box), then run your own URL
Already paid for a reportRe-open via email recovery; re-audit after ship to compare letter grades

SiteRevenue’s free mini audit returns a grade, leak score, executive summary, and top 3 leak titles. The full report expands into a dimension scorecard, page captures, rewrites, an action box, and 5–8 prioritized findings with evidence — plus Markdown/JSON/PDF. It does not replace legal review, accessibility certification, or live user testing.

Run your page now

Paste your public URL on the home page for a free grade. No card required. Details on plans and the one-time full report: Pricing.