Landing page checklist: 25 checks for more conversions

A landing page has one job: get the person who clicked your ad or email to take one action. This landing page checklist gives the 25 checks we would run before sending paid traffic to any page, grouped by message, design, trust, form, speed and tracking. Use it on a new page, or to work out why an existing one is not converting.

Landing page checklist: message and offer (checks 1 to 5)

1. The headline matches the ad or email that brought the visitor. If the ad says “Same-day AC repair in Andheri”, so does the page.
2. The headline says what you offer and for whom, in plain words.
3. A short line under it gives the main benefit or answers the obvious question: price range, timing or service area.
4. There is one main call to action, repeated down the page, instead of five competing ones.
5. The button says what happens next, such as “Get a quote within 2 hours”, instead of “Submit”.

Design and layout (checks 6 to 9)

6. The headline and call to action are visible on a phone screen without scrolling.
7. The main site menu is removed or cut right down, so visitors are not pulled away.
8. Text is easy to read: a decent font size, short paragraphs and enough colour contrast. WCAG 2.2 sets a minimum contrast ratio of 4.5:1 for normal text at level AA (see the W3C explanation of contrast minimum).
9. Images show your real product, team, work or results. Generic stock photos add little.

Trust (checks 10 to 13)

10. Real reviews or testimonials, used with permission and with names, sit near the call to action.
11. Business details are clear: company name, address or service area, and a phone number.
12. Guarantees, refund terms or certifications are stated plainly, with no small-print surprises.
13. A short FAQ answers the top objections, such as price, timing and what happens after enquiring.

Form (checks 14 to 17)

14. The form asks only for what you need to follow up. Every extra field is another reason to leave.
15. Fields have visible labels, not just placeholder text that disappears when someone starts typing.
16. Errors are explained clearly next to the field that caused them.
17. A thank-you message or page confirms what happens next and when.

Speed and technical (checks 18 to 21)

18. The page loads quickly on mobile data. Google’s Core Web Vitals define “good” as Largest Contentful Paint within 2.5 seconds, Interaction to Next Paint of 200 milliseconds or less and Cumulative Layout Shift of 0.1 or less, measured at the 75th percentile of page loads (see web.dev on Web Vitals). These thresholds can be revised, so check the current page.
19. Images are compressed and sized for the screen they appear on.
20. The page works on common phones and browsers. Test it on a low-cost Android phone as well as your own.
21. Every link, tap-to-call number and WhatsApp button works.

Tracking (checks 22 to 25)

22. The conversion (form submission, call or purchase) is tracked in your analytics and in each ad platform.
23. Every incoming link from your ads and emails carries UTM tags.
24. Leads land somewhere a person checks daily, such as a CRM, shared inbox or sheet, with an alert.
25. You have a written plan for what you will test next, one change at a time.

How to test changes to your landing page

Change one thing at a time, starting with what is likely to matter most: the offer and headline, then the form, then the layout. Run each version long enough to collect a meaningful number of conversions. A test decided on twelve leads is mostly noise. Keep a simple log of each change, its dates and the result.

Say a Dubai cleaning company’s page converts 2% of visitors. It cuts the form from eight fields to four and adds a “prices from” line near the top. If conversion rises to 3% on similar traffic, its cost per lead falls by a third without any change to the ad budget.

Why the landing page affects your ad costs

For Google Ads, landing page experience is one of the three components of Quality Score, alongside expected clickthrough rate and ad relevance (see Google Ads Help on Quality Score). A relevant, useful page can help your ads perform better on the same budget.

The same logic holds on Meta and LinkedIn. Every visitor you pay for and lose to a slow page or a confusing form raises your cost per customer. That is why we treat the page and the campaign as one piece of work: building and improving pages sits under our website service, and the campaigns that send traffic to them under digital marketing.

If you want us to run this checklist over your page, start with a free 30-minute call.

Frequently asked questions

What is a good landing page conversion rate?

It varies widely by industry, offer, price and traffic source, so be wary of any single benchmark. A free quote request will convert far better than a high-priced purchase. Use your own current rate as the baseline and improve it step by step, and judge the page by cost per customer as well as conversion rate.

Should a landing page be part of my main website?

It can sit on your main domain, which is usually simplest for tracking and for trust, but build it as a focused page with one goal and little navigation. Separate landing page builders also work, as long as tracking, page speed and your own domain are set up properly. The focus of the page matters more than the tool you build it with.

How long should a landing page be?

Long enough to answer the questions a buyer has before acting. A simple, low-cost offer can work with a short page. An expensive or unfamiliar service usually needs more: how it works, proof, pricing guidance and an FAQ. Keep the call to action visible throughout, so visitors who are ready do not have to scroll to act.