UX that sells

Show your homepage to someone for five seconds, then ask what you do. If they hesitate, your headline is about you rather than the customer.

Open the site on a real phone, not just a narrowed browser window. Horizontal scrolling, tiny text or a button you cannot hit with a thumb all cost you customers.

Up to 7 items in the menu, every important page at most 3 clicks from the homepage.

At the fold it should be obvious the page continues: a section starting, or an image cut off mid-frame.

Open any inner page and ask what the next step is from here. If you have no answer, neither does the visitor.

One screen, one main message, one main button. If everything is important, nothing is.

A contrasting colour used nowhere else, at least 44×44 px so it can be hit with a thumb.

At least 16 px body text, contrast of 4.5:1 against the background, lines of 60 to 75 characters.

Phone numbers in the local format, dates the way your market writes them, an address with a city, prices in the currency the customer expects.

Enough space between blocks that they read as separate. If everything is packed together, the eye has nowhere to rest.

Walk the menu, the footer and the in-page buttons. Not one should land on a 404.

"See pricing", not "click here". The link should say where it goes, for the reader and for search engines alike.

Open them in a new tab so your page stays where it was.

Ask only for what you need in order to reply. Every extra field costs you enquiries.

A numeric keypad for phone, the saved address for email. The phone can fill the form in for your customer if you let it.

A clear message saying what was received and when you will reply. Silence reads as a broken site.

Phone and email visible on every page, the number tappable on mobile. Some people will never fill in a form.