The page-that-gets-calls checklist

Score each item: 2 = yes, clearly, 1 = sort of, weak, 0 = no. Be ruthless. If you have to argue for the point, it is not a 2. Conversion is rarely lost in one big place, it leaks out of a dozen small ones, and you cannot fix holes you have not found. A checklist makes you inspect the page the way a skeptical first-time visitor does, and every low score points at a specific leak. Fix the page first and your traffic works harder, so you are not paying to fill a bucket that cannot hold what you pour in.