Free checklist · 10 minutes
10 things your first screen needs.
The first screen is what a visitor sees before they scroll. Open your own page in another tab and go down this list. You don't need me for any of it.
The headline says what your client gets.
Your name and your title can sit under it. The big line is for the change they came for.
CheckCover your name and photo. Can a stranger still tell what's in it for them?
It says who it's for.
"For mid-career professionals who feel stuck" does more work than a page that speaks to everyone at once.
CheckIs one kind of person named in the first two lines?
There is one button.
A quiz, a newsletter and a call on the same screen are three decisions. I've also seen two different free calls in one menu, and the visitor has to guess which is theirs.
CheckCount the buttons you can see without scrolling.
The button names the call.
"Book your free 20-minute call" tells people what happens next. "Learn more" and "Get started" don't.
CheckRead the button out loud with nothing around it. Does it still make sense?
One line under the button answers three questions.
How long is it, what does it cost, and where does it happen. For example: "20 minutes · Free · On Zoom".
CheckDoes someone know all three before they click?
Your best proof sits next to the button.
One real client quote with a name, a credential, or a number you can stand behind. One is enough.
CheckWhere is your strongest testimonial right now? If it's below the fold, move one line of it up.
Your face is there.
A real photo of you, looking at the camera. People are choosing a person to talk to.
CheckIs there a photo of you on the first screen, and is it you and not stock?
The free call is on the first screen.
In one week I read 5 career coach sites that offered a free call. On all 5 you couldn't see it without scrolling. One kept it inside a closed FAQ.
CheckIf you offer a free call, can a visitor find it in the first three seconds?
It works on a phone.
I missed this on a page of my own. My check said it passed, and on a phone the testimonials were cut off at the edge.
CheckOpen your page on your phone. Is the button visible without scrolling, and is anything cut off?
Everything goes where it says.
On coach sites I've found a menu link that loaded the wrong page, an email button with ".com" typed twice, and a typo in a main headline.
CheckClick every menu link and every button once. Read your headline one letter at a time.
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