Questions people ask themselves when looking at a web page aimed at businesses (B2B). They are rhetorical, but should give you a place to begin:
Is it my job to deal with this?
Who sent me here?
Will this advance my project?
Will it help me get ahead if I take action?
If I ignore this, will I fall behind?
What are the promises being made?
Are they achievable–promises that break the laws of physics or contradict my experience are hard to believe.
Why should I trust this person?
What are the clues that lead me to want to believe this?
What are the clues that lead me to doubt it?
–These could include: Design, testimonials, page responsiveness, typos, clarity of language, urgency of presentation, credentials, domain knowledge…
How easy is it to take the next step? What will happen if I don’t?
And the biggest one, the one that is so easily ignored: What will I tell my boss?