Landing Page Checklist

Does the landing page headline match the message on your ads?

Is your landing page messaging focused on a single purpose?

Could a stranger understand the purpose in 5-10 seconds?

Is it clear who your company is and what you do (a logo and tagline)?

Do you have a simple secondary description to enhance the headline?

Do you use bullet points to describe the benefits of your product/service?

Are you using a relevant and original main image or video that shows your product/service being used (context of use)?

Does your page message have the clarity of a 30-second elevator pitch?

Is your primary headline phrased to answer the question "What is this page about?"

Have you removed extraneous links (like the global navigation) to remove page leaks?

Does your landing page explain how your product/service is unique (USP)?

Does the writing focus primarily on benefits rather than features?

Does your form avoid collecting any unnecessary information (be completely honest)? (Check if not using a form)

Do you explain the value or size of your lead generation giveaway (discount amount, number of ebook pages, $ value)?

Do you provide examples of previous customers using or complementing your product/service (testimonials and other trust factors)?

Do you offer multiple contact methods (phone, email, live chat)?

Do you make it clear what the visitor will receive by clicking your CTA?

Does your landing page appear to be professionally designed?

Does the design of your landing page match the visual style of your ad creative (banners, etc.)?

Does the design of your landing page match the style of your main website or brand?

Do you use lightboxes to show extra information without leaving the page?

Do you provide a privacy and/or terms & conditions statement/link?

Are you providing a sample (preview of first chapter, etc.) of your giveaway, if applicable?

Do you show certifications or logos of partners/affiliates/security registrations (like Verisign)?

Are your claims and facts verifiable?

Do you repeat your offer in the form area to reinforce what the purpose of your form is?

Do you use visual cues (eye direction or graphical arrows) to direct attention to your CTA?

Is the CTA large enough to stand out from a distance?

Does the CTA use contrast to stand out from the rest of the page?

Is your CTA in a prominent position on the page?

Are you including a link to your privacy policy next to the email field of your form?

If your offer is time-limited, do you make this clear for the sake of urgency?

Are you creating a separate landing page for each inbound source (email, social, PPC, etc.) and see which gets you the most conversions?

If you use video, have you set it up for user-directed playback (vs an auto-play)?

If you use video, does it end with a CTA?

Have you limited the number of CTAs on your page to ONE (unless it's a long page, in which case it is appropriate to repeat it)?

If you are getting people to sign up for a webinar, are you showing the number of registrants as a form of social proof?

Does your landing page avoid a pop-up window on exit?

Are you doing A/B testing on your pages?

Are you seeking feedback from your customer to help develop a hypothesis for your next test?

If you have a multi-step process (sign-up, etc.), do you make it clear to visitors (30 seconds, 3 steps, etc.)?

Have you optimized your landing page to get a paid search quality score above 7?

Do you use a separate landing page for every promotion/campaign?

Have you tested using a short page vs a long page to understand how much information your visitors need to convert?

Does your landing page follow the principle of unity, where every element is focused on explaining a single concept?

Have you Krug'd your landing page (remove 50% of the copy, then delete half of what's left) to ensure maximum simplicity and clarity)?

Does your CTA avoid the use of generic text like "Click Here" or "Submit"?

Is your form encapsulated with a separate background to make it stand out as the most important part of the form?

Are you using your confirmation page to provide the new lead with further instructions (share this page, follow us, download this extra free ebook, register for webinars, etc.)?

Is your landing page optimized for mobile?