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Primary action clarity. A first-time visitor should reach your most important page - the signup, the product, the contact form - in one click from any page on the site. Test it cold: from your homepage, your about page, a blog post.
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Mobile experience. Open your site on a phone. Tap your main call to action. If the page takes more than 3 seconds, or anything overlaps or overflows, fix that before any other change - most of your traffic is on a phone.
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Trust signals near the ask. A real address, a way to contact a human, HTTPS, and proof you are who you say you are belong on the page where you ask visitors to act - not buried on a subpage.
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Page speed on real connections. If your homepage is over 3MB or takes more than 3 seconds on 4G, visitors are leaving before they see what you offer. Compress images first - they're almost always the biggest win.
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Accessibility basics. Images need alt text, forms need labels, contrast must be readable. Excluded users don’t complain - they just leave silently, and search engines notice the same failures.
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Check all five in about two minutes
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