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Checklist · PDF + spreadsheet
Turn more visits into enquiries, quotes and bookings
For service businesses, clinics and B2B teams whose pages ask for a form, a call or a booking. A 100-point audit with the fix for every check.
43 pages, 100 checks13 areas3 annotated wireframesExcel + Google Sheets audit
- 100 checks in 13 areas, each with why it matters, how to check it and how to fix it
- 3 annotated wireframes: a service enquiry page, a clinic booking page and a quote-request page
- An audit sheet that scores each area by impact and warns when a result is too small to call
$39One-time · instant download
Score your page, fix what matters first, then log what changed.
- 43-page PDF checklist, print or screen
- Audit spreadsheet for Excel and Google Sheets
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
Sound familiar
Paid clicks that don't turn into enquiries
Most lead pages lose people on a handful of fixable things, and they are hard to spot from the inside.
Clicks, but few forms
We get clicks from our ads, but hardly anyone fills in the form.
No idea what to fix first
I can’t tell whether to start with the design, the copy or the form.
Advice built for stores
Every conversion checklist I find is written for online shops, not for enquiries.
A quiet booking calendar
Our calendar looks empty half the time, and I can’t tell who books from the ads.
A real change, or a good week
We changed the headline and enquiries went up, but it might just have been a good week.
Leads that don't fit
The enquiries we do get often aren’t the people we can help.
6.6%
was the median landing page conversion rate across more than 41,000 pages and 57 million conversions.
Source: Unbounce
What you get
A checklist to work through, and a sheet that scores it
Check IDs match across the PDF, the wireframes and the spreadsheet, so every fail in the audit points straight to its fix.
The checklist (PDF, 43 pages)
8 chapters and 100 checks marked High, Medium or Low impact, with 2 copy templates, a sample-size table, 8 case notes from our projects and a 30-day plan.
Audit and test log (XLSX, 6 tabs)
Score all 100 checks Pass, Partial, Fail or N/A. It weights each by impact, scores the 13 areas, logs every change and compares before-and-after rates.
3 annotated wireframes
A service enquiry page, a clinic booking page and a quote-request page with a three-step form, each marked with the checks that apply.
Chapter by chapter
- How a lead page earns the enquiry
- Message match and the first screen
- The offer, the form and the calendar
- Trust, proof and objections
- Mobile, speed and accessibility
- Tracking and follow-up
- Testing when your traffic is small
- Your audit and 30-day plan
Look inside
Real pages from the checklist
The free sample includes chapter 1 with all three wireframes and the first check cards from chapter 2.
After you work through it
What you will be able to do
- Audit any lead or booking page in about 90 minutes and know which fixes come first
- Match each ad's promise to the page's first screen, so paid visitors know they're in the right place
- Cut form and booking friction using published research from Baymard, NN/g and the W3C
- Track form fills, calls, chat taps and bookings once each, and send lead quality back to your ad platforms
- Judge whether a change worked with small traffic, and see when the numbers are too small to call
From our work
The same checks we use with clients
Both projects appear as case notes in the checklist and are written up on our site, with the numbers.
BOOKINGS
610 course bookings in 32 days, at under $3 each
A training academy gave every course a single booking link, and one booking form fed a sheet the team called from.
LEAD GENERATION
531 trip enquiries in one organized queue
A travel agency pointed every ad and post to one form that asked what sales needed: destination, dates, people and rooms.
Is it right for you
Who gets the most from it
Made for you if
- You run a service business, clinic, studio, school, agency or B2B firm and send traffic to an enquiry, quote, call or booking page
- You own the business or market it, and brief the web developer or build pages yourself
- You are a junior marketer who needs a structured audit you can defend with sources
Probably not for you if
- You run an online store and want to improve a cart and checkout
- You want a step-by-step tutorial for a page builder
- You have a dedicated experimentation team running tests at scale
How to use it
STEP 1
Read, 2 to 3 hours
Work through the chapters with your highest-traffic page and your top three ads open.
STEP 2
Audit, 90 to 120 minutes
Score that page in the Audit tab, chapter by chapter. Later pages take about 45 minutes.
STEP 3
Fix, 1 to 3 days
Fix every High-impact fail first, starting with broken things and tracking.
STEP 4
Weeks 1 to 4
Follow the 30-day plan, log each change and compare four weeks after with four weeks before.
The spreadsheet works in Excel and Google Sheets. No macros, no add-ons, no account to create.
Questions
What owners and marketers ask before they download
What format is it, and what do I need to open it?
A PDF you can read on screen or print, and an .xlsx spreadsheet that works in Microsoft Excel and Google Sheets. In Google Drive, upload the file and open it with Sheets. No macros and no add-ons.
Who is it for?
Owners and marketers of service businesses, clinics, studios, schools and B2B firms whose pages ask for an enquiry, quote, call or booking. If you run an online store, a checkout-focused checklist will suit you better.
Is it only for Google Ads traffic?
No. The checks apply to any traffic: search ads, social ads, email or organic. A few checks, such as search terms and call tracking, are specific to Google Ads, and the checklist says so.
I use a page builder or a booking tool. Will it work for me?
Yes. The checks describe what the page must do, not how to do it in one builder. Where a tool matters, such as Calendly, Google Calendar booking pages, GA4, Google Ads or Meta, we checked its help pages.
My site gets little traffic. Can I still use the testing chapter?
Yes, it's written for you. It explains why most small pages can't run classic A/B tests and what to do instead, and the spreadsheet tells you when a before-and-after comparison is too small to trust.
How do I receive it?
The download links appear on screen as soon as payment completes, and the same links arrive by email. They keep working, so you can download again later.
Instant download
Audit your busiest page this week
The checklist, the wireframes and the audit spreadsheet, delivered the moment you pay.
$39One-time · instant download
Score your page, fix what matters first, then log what changed.
- 43-page PDF checklist, print or screen
- Audit spreadsheet for Excel and Google Sheets
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
Pairs well with
