CRO checklist for lead generation

With services the visitor has to understand what you do and who you do it for before anything else can work.

• A headline that names the service and the client it is for
• A subline that answers what the visitor gets out of it
• Images that support the message instead of decorating around it
• The main call to action reachable without scrolling

Services are hard to compare, so the reasons to pick you have to be concrete and visible immediately.

• Short, checkable lines: no long contract, support in your own country, a named response time
• An icon per point so they can be scanned
• Placed near the headline or the button
• No adjectives anyone could claim, such as professional or innovative

Book a call is a much smaller step than contact us, and the wording alone moves the number of enquiries.

• Name the action: book a free call, request a quote, see the availability
• High contrast, and repeated at every point where someone might be ready
• Microcopy that removes the risk: no obligation, answer within a day
• The same primary action everywhere, so there is one path and not five

With services there is no product to inspect. Everything the visitor can check is worth more than everything you assert.

• Testimonials with a real name, a role and a company
• Numbers where you have them: a result, a duration, a volume
• Client logos, certifications and partnerships you genuinely hold
• A short case with a before and an after, which beats any adjective

A site that has clearly not been touched in two years raises the question whether anyone will answer the form.

• Recent posts, a dated article or a visible project, only if it is genuinely current
• A social feed only when you actually post, otherwise leave it out
• Keep it on your own page: a feed that is not clickable does not send visitors away
• A date somewhere, so the visitor can see the site is maintained

Every section should hand the visitor to the next one, and the last one should hand them to the form.

• Clear sections that break the page into readable blocks
• One dominant element per screen
• A logical run from the headline through the proof to the button
• The same layout logic on every page of the site

People scan service pages. A page that has to be read from the top loses everyone who is in a hurry.

• A logical order: what it is, who it is for, what it costs roughly, what happens next
• Headings and bullet points that can be scanned in ten seconds
• One page per service instead of one page that lists everything
• Formatting that survives on a phone

The menu is not a table of contents. It is the shortest path from wherever someone landed to the enquiry.

• Group the services the way clients think about them, not the way you are organised
• Mobile first: a slide in or dropdown that is easy to tap
• The conversion page highlighted directly in the menu
• Fewer top level entries, so the important one is not one of nine

Most service pages describe the work. Almost none make it easy to pick one, which is the actual job.

• A clear title plus one line on the benefit, per service
• Some price signal: packages, a starting from figure, or an hourly band
• Availability signals such as limited places or a stated onboarding time
• One call to action per service, not a single contact link at the very bottom

An uneven grid reads as carelessness, and with services carelessness is the one thing you cannot afford to signal.

• The same tile size and image ratio everywhere
• Enough spacing to keep the page readable
• A grid that works on desktop, tablet and phone
• The same length of text per tile, so none of them looks unfinished

With services the site is the only sample of your work the visitor sees before deciding.

• Real photography or custom icons, not the stock images every competitor uses too
• A consistent visual style across every service page
• Restrained hover effects that add interactivity without distracting
• Your own team in at least one picture, because people hire people

Readiness arrives at an unpredictable point. Every screen has to offer a way to act on it.

• A button at the end of every section that could convince someone
• Booking directly in the page where you can, instead of a form that promises a reply
• A sticky bar on mobile for long pages
• Alternatives for the hesitant: a callback, a question by mail, a downloadable overview

The doubt is at its largest exactly where the decision is made, and that is where the answer has to be.

• Directly under the button: no obligation, transparent pricing, a stated response time
• A star rating or a short quote next to the form
• A face and a name, so it is clear who will answer
• Say what happens after the click, step by step

Every extra field costs completions. Qualification can happen in the first call instead of in the form.

• Ask for the minimum: name, a way to reach them, and the question
• No fields that only serve your internal reporting
• Errors shown on the field, in words, not as a red page after submitting
• A thank you page that says who answers and when, rather than a bare confirmation

An authentic sentence from a client outweighs a paragraph of polished copy, because it cannot be self awarded.

• Testimonials with written text, not only a star count
• Sorted by service or industry, so a visitor finds their own case
• Client photos, screenshots or posts where you may use them
• Place them near the decision, not on a separate references page nobody opens

With services cross selling means showing what usually follows, not pushing a second product.

• What other clients booked alongside this
• What pairs with it, such as a workshop before an implementation
• Other formats of the same service: a shorter package, a longer support period
• Only one suggestion per page, so the main action stays the main action

Good SEO brings the right people in. Speed keeps them there long enough to enquire.

• One H1 per page, with a sensible H2 and H3 structure underneath
• Its own title and meta description per service page
• Images in WebP, correctly sized and lazily loaded
• Check the loading time on a phone connection, not on office wifi

Your next client is probably reading this on a phone, in a gap between two appointments.

• Tap targets large enough for a thumb, with space between them
• No horizontal scrolling anywhere, tables included
• Forms with the right keyboard per field and autofill switched on
• Send yourself an enquiry from your own phone, once a quarter

The footer is where someone checks whether there is a real company behind the site before they write.

• Address and a phone number, not only a form
• Imprint, privacy policy and terms
• Newsletter signup with a reason to sign up
• Social links in a new tab, plus quick navigation to the main pages

For services the chat is often where the objection gets answered, and objections rarely wait for office hours.

• A chatbot captures enquiries around the clock and answers the standard questions
• WhatsApp makes following up easy and feels personal
• A human chat is the most persuasive where the decision needs a conversation
• The strongest setup combines them: bot first, handover when it matters, WhatsApp afterwards