The landing page checklist

Use this checklist on the page your ads send people to. Open it on your phone, not your laptop — that is where most of your visitors are.

1. Message match

• The headline repeats what the ad promised, in similar words.
• The offer on the page is the same offer as in the ad.
• If you run several campaigns, each one lands on a page or version made for it.

2. One goal

• The page asks for one action: enquire, book, call or buy.
• The main menu is removed or kept to a minimum.
• Every button leads to the same action.

3. The first screen

• A visitor can tell what you offer, who it is for and what to do next without scrolling.
• The main button is visible on the first screen on a phone.
• The image shows the product, the result or real people — not generic stock photos.

4. Copy

• It talks about the visitor’s problem and result, not just your company.
• Benefits come before features.
• Sentences are short and sections have clear headings.
• Common doubts are answered on the page: how pricing works, timelines, guarantees.

5. The form

• It asks only for what you need to follow up.
• Phone and WhatsApp are offered for people who prefer them.
• The button says what happens next, such as “Get my free quote”, not just “Submit”.
• Errors are clear, and the thank-you message says when you will reply.

6. Proof

• Real reviews or quotes, with names, used with permission.
• Logos of clients, certifications or partners, if you have them.
• Photos or examples of real work.
• Proof sits near the form, where people decide.

7. Speed and mobile

• The page loads in about two seconds on a normal mobile connection.
• Images are compressed and sized for phones.
• Text is readable without zooming, and buttons are easy to tap.
• Nothing jumps around while the page loads.

8. Tracking

• Form submissions, calls and WhatsApp clicks are tracked as conversions.
• The Google Ads conversion tag, GA4 events and the Meta Pixel fire once per lead — tested, not assumed.
• Each lead records its source, so you know which campaign it came from.

9. Follow-up

• Every lead reaches your CRM and your team’s WhatsApp straight away.
• Someone replies within minutes during working hours.

10. Testing

• You change one thing at a time — headline, offer, form or proof — and compare.
• You decide on leads and sales, not on opinions or clicks.
• You keep notes of what you tested and what won.

What to fix first

If tracking is missing, fix it first — without it you cannot tell whether any change worked. Then start with what stops people early: speed, message match and the first screen. After that, the form, then proof.

Want us to run this checklist on your page? Ask for a free page check, or see how we design high-converting landing pages and run conversion rate optimization every month.