Want to improve your own site?Here's my cheatsheet.

Can they see your service or your product?

• What you do, and where you do it, is on the first screen.Load the home page and do not scroll. Could a stranger say what you sell?5
• Your work or your products are about two taps away.From landing, get to a picture of the actual thing you sell.6
• The work is sorted, not stacked.Try to go straight to a job like the one a customer would ring about.7
• The pictures actually arrive.Still on mobile data. Watch for grey boxes.8

Can they get through it without giving up?

• You can move through the pictures with a thumb.No pinching, no zooming, no double tap to read anything.9
• Something from a real customer is on the page itself.Not behind a link. Not on a separate reviews page.10
• The page holds still while it loads.Reload and try to tap something in the first two seconds.11
• A stranger can tell this is a real business.Look for a name, a face, a suburb, an ABN.12

Can they get hold of you in one touch?

• Your number is one tap away from anywhere on the page.Scroll to a random spot. Try to ring yourself.13
• Tapping the number opens the dialler.Tap it. Does the keypad come up with your number already in it?14
• There is one obvious next move, and it looks tappable.Glance at any screen. Is one thing clearly the button?15
• The form is short, and it says what happens next.Fill it in as a customer would. Count the fields.16