1The 5-Second Test
60% of Visitors Never Scroll
Your above-the-fold section must work instantly. It has 5 seconds to hook visitors or lose them.
Above-the-Fold Essentials
- ☐ Benefit-driven headline (answers "why should I care?" not "who are you?")
- ☐ Sub-headline with USP (what makes you different)
- ☐ At least 2 forms of social proof (reviews, logos, testimonials)
- ☐ Clear, benefit-focused CTA button (not "Submit" or "Contact Us")
- ☐ FUD reducers under CTA (free trial, guarantee, return policy)
- ☐ Supporting image or video (shows outcome, not just product)
Impact: Properly optimized above-the-fold sections produce 100-132% conversion lifts.
Headline Test
Does your headline answer "Why should I care?" If it only describes who you are or what you do, rewrite it.
2Section 1: Hero Section Audit
Hero Section Checklist
| Element | Present? | Notes |
|---|---|---|
| Eyebrow copy (who this is for) | ☐ | |
| Outcome-focused headline | ☐ | |
| Clear subheadline | ☐ | |
| Primary CTA button | ☐ | |
| Urgency/scarcity element | ☐ | |
| Trust indicators | ☐ |
Headline Quick Test
Read your headline out loud. If a visitor says "So what?", it needs rewriting.
CTA Button Best Practices
- Action verb + benefit: "Get My Free Quote"
- Avoid generic: "Submit", "Contact Us", "Learn More"
- Create urgency: "Start My Free Trial", "Claim My Spot"
4Section 3: Process Section Audit
Process Section Checklist
| Element | Present? | Notes |
|---|---|---|
| 3-step process visualized | ☐ | |
| Step 1 = Same as CTA | ☐ | |
| Step 2 = Your work | ☐ | |
| Step 3 = Happy outcome | ☐ | |
| Makes process feel simple | ☐ |
Purpose
Reduce perceived complexity and make getting started feel easy. Even complex services can be presented in 3 simple steps for the customer.
Example Process
- Schedule a Call: Book your free 15-minute strategy session
- Get Your Plan: We analyze your account and create your roadmap
- See Results: Watch your ROAS improve within 30 days
5Sections 4-5: Proof and Comparison
Proof/Results Section Checklist
| Element | Present? | Notes |
|---|---|---|
| Case study with specifics | ☐ | |
| Before/after comparison | ☐ | |
| Real numbers/outcomes | ☐ | |
| Multiple examples | ☐ |
Comparison Section Checklist
| Element | Present? | Notes |
|---|---|---|
| You vs. competitors table | ☐ | |
| Apples-to-apples comparison | ☐ | |
| Clear visual differentiation | ☐ |
Comparison Best Practices
- Compare same factors (don't cherry-pick unrelated strengths)
- Be honest about where you're similar
- Highlight meaningful differentiators
- Use checkmarks/X marks for quick scanning
6Sections 6-7: FAQ and Final CTA
FAQ Section Checklist
| Element | Present? | Notes |
|---|---|---|
| Common objections addressed | ☐ | |
| Pricing questions answered | ☐ | |
| Process questions covered | ☐ | |
| Risk/guarantee explained | ☐ | |
| Results timeline mentioned | ☐ |
FAQ Strategy
Use FAQ to pre-answer objections that stop people from converting. Common ones:
- "How much does it cost?"
- "How long until I see results?"
- "What if it doesn't work?"
- "Why should I choose you over competitors?"
Final CTA Section Checklist
| Element | Present? | Notes |
|---|---|---|
| Clear CTA button | ☐ | |
| Offer reiterated | ☐ | |
| Urgency element | ☐ | |
| Risk reversal (guarantee) | ☐ | |
| Final social proof | ☐ |
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7Technical Requirements
Page Speed Checklist
- ☐ Loads in under 3 seconds on mobile
- ☐ Images compressed and optimized
- ☐ No render-blocking scripts
- ☐ Lazy loading for below-fold images
Mobile Optimization Checklist
- ☐ Responsive design
- ☐ CTA visible without scrolling on mobile
- ☐ Text readable without zooming
- ☐ Tap targets large enough for thumbs
- ☐ Forms easy to complete on phone
- ☐ Click-to-call enabled
Tracking Checklist
- ☐ Conversion tracking installed
- ☐ Form submission tracked
- ☐ Thank you page loads after submission
- ☐ Phone clicks tracked (if applicable)
- ☐ Google Analytics connected
3Section 2: Social Proof Audit
Social Proof Checklist
Photo Psychology
Reviews with photos are trusted dramatically more than anonymous quotes. People willing to publicly stand behind their words carry more weight.
What Makes a Strong Testimonial
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