A conversion audit checklist for landing pages and funnels

Before increasing budget to a page that isn't converting, run this check first — it's usually faster and cheaper than the extra spend.

Load speed: check actual load time on mobile networks, not just desktop broadband, since a meaningful share of paid traffic arrives on mobile.

Message match: confirm the headline and offer on the landing page match what the ad actually promised — a mismatch here is one of the most common, most fixable conversion killers.

Form friction: count the number of required fields and compare against what's actually needed to qualify or contact the lead; every unnecessary field is a place someone can abandon.

Trust signals: check that credibility markers (accreditation, contact information, clear pricing or next steps) are visible without scrolling past the point most visitors will leave.