Busy buyers skim for the action that matches their intent.
The six basics
Does it help people take action?
Conversion + layout
A website is not ready just because it explains the business. It has to help the right person take the next step without stopping to decode the page.
Why this matters
The business problem behind the score.
AI-built pages often look complete while still hiding the actual conversion path.
A clear CTA is not about being pushy. It is about reducing decision friction.
What weak looks like
- There is no primary CTA visible above the fold.
- Every button has equal weight, so none of them feel important.
- Forms ask for too much or have labels that are hard to understand.
- The page explains features but never says what to do next.
What the scan checks
- Primary CTA visibility above the fold
- CTA contrast and visual prominence
- Presence of forms and accessible labels
- Ratio of CTAs to total interactive elements
- Layout and funnel clarity signals
What to fix first
- Choose one primary action for the first screen.
- Make the CTA text specific: say what happens after the click.
- Reduce competing links near the primary action.
- Label forms clearly and remove fields that are not needed for the first contact.
Ready means
Not perfect. Ready.
OK
A new visitor can tell what to do next within a few seconds.
OK
The CTA matches the promise made by the page.
OK
Forms feel simple enough to complete on mobile.
Questions people ask
What counts as a primary CTA?
A primary CTA is the main action the page wants a qualified visitor to take, such as booking, enquiring, starting a scan, downloading a guide or requesting a quote.
Can a page have too many calls to action?
Yes. Too many equally loud actions create hesitation. The scan looks for a reasonable balance between useful options and a clear primary path.
Why do forms affect conversion score?
Forms are where intent turns into a lead. Missing labels, unclear fields and poor mobile layouts can turn a convinced visitor into a lost one.
Next step
See how your site scores on this basic.
The free scan checks this alongside the other five basics, then shows the score, evidence and fix prompts where the issue is specific enough to act on.