SiteFixPlan field guide
How to audit a homepage for conversions
Evaluate audience clarity, message hierarchy, proof, friction, and the path to action.
Score your homepageIdentify the homepage job
A homepage usually needs to orient several visitor types and route them to the right next step. Define the primary audience and conversion, then list important secondary paths. Without that decision, every section competes for attention.
Audit the decision sequence
Read the page as a new visitor: who is this for, what outcome is offered, why should it be trusted, how does it work, what does it cost, and what happens next? The page should answer these in a coherent order.
- Test the heading without supporting context.
- Count competing primary calls to action.
- Place proof near the claim it validates.
- Remove steps and fields that are not needed yet.
- Verify the conversion and confirmation flow on mobile.
Use evidence after launch
Measure CTA clicks, form completion, qualified outcomes, and user feedback. A/B tests are useful only when traffic and measurement quality can support a decision.
Common questions
Should the CTA be above the fold?
A clear primary action should usually be visible early, but complex purchases may also need explanation before visitors are ready.
How many CTAs should a homepage have?
You can repeat one primary action and offer carefully chosen secondary paths without presenting several competing goals at once.