The Landing Page Checklist: Turn More Clicks into Customers

A landing page has one job: get the visitor to take one action. Every element should support that goal or get out of the way. Use this checklist to tighten yours up.

Message

• The headline matches the ad or link that brought people here
• The offer is clear within five seconds
• Benefits come before features
• Copy is scannable, with short paragraphs and bullet points

Trust

• Testimonials or reviews near the call to action
• Logos of clients, certifications or awards
• Real photos rather than generic stock
• Guarantees or risk reducers (“free quote”, “no lock-in”)

Action

• One primary call to action, repeated down the page
• Buttons that say what happens (“Get my quote”, not “Submit”)
• Forms that ask only what you need
• Main navigation removed or minimised to reduce distraction

Mobile

• Designed for phones first
• Tap-to-call button
• Form fields that are easy to fill with a thumb

Speed

• Loads quickly on mobile
• Images compressed

Measurement

• Conversion tracking set up
• A thank-you page or event to confirm conversions
• A plan to test one improvement at a time

Quick win

Remove one form field. Every field you cut makes it a little easier to say yes.

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