21 points. Each one changes an incentive.
A rebuild is not a redesign. Every item below moves the reward closer to the behavior you actually want — and takes the reward off the behavior you do not.
Positioning
One sentence that says who it is for and what changes
Rewards the right visitor for staying and the wrong one for leaving fast.
A primary offer above the fold, not a slideshow
A carousel rewards indecision. One offer rewards a decision.
Proof within one scroll: numbers, logos, or faces
Lowers the perceived risk of the next click, which is the actual barrier.
One next step per page, repeated, never five
Five choices reward deferral. One choice rewards action.
Structure
A sitemap where every page has one job
Pages with two jobs reward neither behavior.
Navigation a stranger can use in five seconds
Friction placed on discovery punishes your best-fit buyer first.
Mobile designed first, not squeezed later
The majority path should be the easiest path.
Real page speed: largest paint under 2.5 seconds
Every second of wait is a tax on the behavior you want.
Findability
Unique title and meta description on every page
Duplicates make the engine choose for you — it chooses badly.
One H1, semantic headings under it
Structure is what lets a model quote you in isolation.
JSON-LD schema for the org, service, and FAQs
Machines reward legibility. Ambiguity gets paraphrased away.
A sitemap and robots file that match reality
Crawl budget spent on junk is crawl budget not spent on the money page.
llms.txt plus answer-first copy so models can quote you
If a model cannot parse or trust the page, it cites whoever it can.
Conversion
Forms that route to a system of record, not an inbox
An inbox rewards whoever shouts loudest, not whoever is closest to buying.
Automatic follow-up within five minutes
Speed is the single strongest reward signal a buyer receives.
Tracking on every CTA, tied to one weekly number
Teams optimize what is measured; give them the right thing to game.
A booking link with real availability
Removes the negotiation friction that kills warm intent.
Ownership
You own the domain, code, analytics, and every account
Agencies holding accounts are rewarded for your dependence.
A CMS your team can edit without a ticket
Ticket-gated edits reward silence over correction.
Backups, uptime monitoring, and an error log someone reads
Unread logs reward the ignoring of failure.
Documentation and a recorded training session
Knowledge in one head rewards that head, not the organization.