Website Conversion Scorecard

How to score the website

Review one important page on desktop and mobile. Use 0 for missing, 1 for weak or inconsistent, 2 for clear and functional, and 3 for strong evidence. Ask a customer or uninvolved person to score it independently; internal familiarity can hide unclear language.

Clarity and intent

• □The page has one primary visitor and purpose.
• □The H1 states the subject and useful outcome.
• □The first screen explains what the business does.
• □The offer matches the search or referral promise.
• □Headings let a reader understand the page by scanning.
• □Important terms are defined in plain language.

Trust and evidence

• □Claims are supported beside the claim.
• □Named people and responsibilities are visible.
• □Testimonials are attributed and approved.
• □Case studies separate work performed from verified results.
• □Contact, privacy and business details are easy to find.
• □Pricing logic, process or next-step expectations reduce uncertainty.

Usability and accessibility

Use sufficient contrast, visible keyboard focus, descriptive labels, logical headings, useful alternative text and controls that work without precise pointer movement. The W3C WCAG 2.2 quick reference provides testable accessibility criteria and techniques. [1]

• □Navigation remains usable at narrow widths.
• □Text can resize without clipping.
• □Forms show labels, requirements and errors.
• □Buttons describe the action.
• □Tap targets have comfortable size and spacing.
• □Motion respects reduced-motion preferences.

Performance and page experience

Core Web Vitals focus on loading, interaction responsiveness and visual stability. web.dev defines the current metrics and measurement guidance. [2]

• □Hero media is appropriately sized.
• □Images reserve dimensions to avoid layout shifts.
• □Third-party scripts are limited and delayed when possible.
• □Fonts use sensible fallbacks.
• □The page remains usable before every enhancement loads.

Action and follow-through

• □The primary call to action fits the visitor's readiness.
• □A lower-commitment next step exists when useful.
• □Forms request only necessary information.
• □Phone and email links work.
• □The confirmation explains what happens next.
• □The lead source and page context reach the receiving team.

Interpret the total

The score is a diagnostic, not an industry benchmark. Validate changes against qualified enquiries, sales quality and customer outcomes. Google's people-first content guidance also supports clear authorship, evidence and usefulness rather than content made mainly to attract search traffic. [3]