The document provides a "cheat sheet" of questions to ask when evaluating a website's conversion effectiveness. It contains over 20 categories of questions to consider, such as whether the offering is compelling, whether the site design and flow are logical and easy to follow, whether the value is clearly presented, whether there are unnecessary distractions, and whether risks to the customer are reduced. The goal is to qualitatively assess different aspects of the website that could impact a visitor's likelihood of converting into a customer.