Website checklist: what a lead-capture site needs before launch

A website that is meant to bring in business has a job beyond looking good. Before launch, check that it can actually do that job. Tick items off as you go; nothing is saved or sent anywhere.

How a lead should travel

The basics

• Every page has a clear next step a visitor can take.
• Contact options are visible on mobile without hunting.
• Pages load quickly on a phone with an average connection.
• Each page has its own title and description for search results and link previews.

How to test: open the site on your phone over cellular data, not Wi-Fi. Try to contact the business from three different pages without scrolling to the bottom. Share a page link in a text message and check the preview.

Forms

• Every form creates a record in your CRM, not just an email.
• Each submission records where it came from (page, campaign, or ad).
• The visitor gets an immediate confirmation that sets expectations.
• A specific person is notified and owns the follow-up.
• Forms ask only what you need for the first conversation.

How to test: submit every form yourself with a test name. Confirm the record appears in the CRM with the right source, the confirmation arrives, and the right person is notified. Then delete the test records.

Trust

• Real details only: no placeholder text, stock testimonials, or invented numbers.
• A privacy policy that matches what you actually collect.
• Clear information about who you are and where you work.

How to test: search the site for "lorem," "example," and "placeholder." Read the privacy policy against your actual form fields and tracking tools.

Search and sharing

• The site has a sitemap and search engines are allowed to index the public pages.
• Each page has one clear main heading.
• Images have short descriptions (alt text).
• The domain works with and without "www," and always lands on the secure (https) version.

How to test: visit the domain in four ways (with and without www, http and https) and confirm each ends on the same address. Check that yourdomain.com/sitemap.xml loads.

After launch

• Test every form yourself, end to end, and confirm the follow-up arrives.
• Check that analytics are recording visits and form submissions.
• Review the first few weeks of inquiries for anything that fell through.

A site that passes this list will not guarantee leads, but it guarantees that the ones it earns will not be wasted.

Common questions

Do I need a CRM before launch?

You need somewhere every inquiry is recorded and owned. A CRM is the best place, but even a well-run shared spreadsheet beats an inbox.

How many fields should a contact form have?

As few as the first conversation needs. Name, a way to reply, and what they want is often enough.

What if I am building the site myself?

The checklist still applies. If you are deploying it yourself, see how to launch your first project with GitHub and Vercel.