The Landing Page Checklist I Use Before Every Launch

Before a single click is paid for, every landing page I ship goes through this checklist. It is not glamorous, but it has saved more budget than any bidding strategy.

Above the fold

• The headline says what you get, not what the company is called.
• The subheading answers “for whom” and “why now”.
• One primary call to action, visible without scrolling on mobile.
• The page matches the ad: same promise, same visual, same offer.
• A product image or demo that shows the outcome, not just the logo.

Proof and trust

• Real reviews or results near the first call to action.
• Specific numbers instead of vague claims.
• Recognisable client logos or certifications, if you have them.
• Answers to the top three objections from sales or support.
• A clear guarantee, refund policy or risk reversal.

Friction

• Form asks only for what you need right now.
• Error messages are helpful and appear next to the field.
• No navigation menu leading people away (for paid traffic pages).
• Phone number and chat are visible for high-ticket offers.
• The thank-you page tells people exactly what happens next.

Every extra field is a question your visitor has to decide is worth answering.

Speed and tracking

• Loads in under three seconds on a mid-range phone over mobile data.
• Images are compressed and sized for the screen.
• The conversion event fires once, and only once, per submission.
• UTM parameters survive through to your CRM.
• A test conversion has been completed end to end.
• Someone outside the team has used the page and told you what confused them.