• Optimize your forms.
• Do you have the right number of fields on your form?
• Are all of your forms fully accessible to people who use a keyboard or switch input device rather than a mouse?
• Do the forms work correctly and smoothly on all devices and all screen sizes?
• If a user makes a mistake when filling out a form, do your error messages help them correct the mistake right away?
• Is there anything about your forms that would make a user give up?
• Find out how users discover your company through organic search.
• What do users notice first when they search for your keywords: your website, your competitors, or your ads?
• What words stand out to them on the Google search results page?
• If and when they click on your link, what are they expecting to find?