Yes, there are some variables that you need to take into account when it comes to your SEO checklist. If your niche is extremely compettive you may need to try something more unique. If you are optimizing a lead based website, then your website isn’t actually where sales happen!
Your “marketing conversion” is just the transition of a website visitor into a POTENTIAL customer, so you really need to talk to your sales team, your front-desk assigned to pick up those incoming calls or the owner who is fielding these lead form submissions.
You need to know how many leads are converting to sales! Connect your SEO efforts to providing the MOST ACCURATE targetting of potential customers instead of casting an infinitely wide net, hoping to get lucky!