Never miss a conversion again: follow this landing page checklist with 40 essential steps to create truly effective web pages.
A landing page checklist is to page creation what a compass is to a navigator. Without it, it's hard to move in the right direction. Yet, how many marketers still design their landing pages based on intuition, overlooking key elements that directly impact their conversion rate?
In this comprehensive article, we break down the 40 key points of an effective landing page checklist, organized into 7 categories. The goal: to help you create pages that are more strategic, high-performing, and easier to deploy.
Landing Page Checklist: The Copywriting
1. Clear and Compelling Headline
Your headline should grab attention and reflect the promise of your page. It needs to be simple, direct, and benefit-oriented.
2. Engaging Subheadline
Complement the headline with a subheadline that clarifies the offer. It should contextualize without introducing new ideas.
3. Consistency with the Ad Message
Your landing page must align with the ad that led to the click. The ad promise = the content of the page.
4. Readability of Content
Write at a simple reading level. Use short sentences, plain vocabulary, and structure the text for easy reading.
5. Create Urgency
Use phrases that prompt immediate action: limited offer, temporary bonus, few spots left...
6. Conversational Tone
Adopt a human voice. Prefer using "you," active sentences, and natural expressions.
7. Formatting and Visual Hierarchy
Use headings, subheadings, bullet points, and spacing to make the content easy to read and airy.
8. No Negative Language
Rephrase negatively worded content. For example, "We won’t sell your data" becomes "Your information remains confidential."
Landing Page Checklist: Design
9. Information Hierarchy
Organize content logically, top to bottom. Use F-shaped or Z-shaped patterns to guide the reading flow.
10. Relevant Hero Image
Your main image should reinforce your message and draw attention to the CTA.
11. Directional Cues
Arrows, visuals, and white space naturally guide the visitor towards key elements.
12. Useful Images, Not Decorative Ones
Choose bespoke, realistic, and emotional visuals. Avoid cliché stock images.
13. Consistent Visual Identity
Colors, typography, and illustrations should faithfully reflect your branding.
14. Uniformity of Styles
Keep the same formatting for headings, text, and buttons. This reassures the user.
15. 1:1 Attention Ratio
One goal, one link (the CTA). Remove menus, social icons, and unnecessary distractions.
16. Responsive Design
Your page should be readable and effective on mobile, tablet, and desktop.
17. Visible and Clickable Logo
Place your logo at the top left, linked to your homepage, to build trust.
Landing Page Checklist: Calls to Action
18. Button Contrast
The CTA button should visually stand out from the rest of the page.
19. Clear Benefit in the Text
Avoid “Send” or “Click Here.” Instead, opt for phrases like “Download my free guide.”
20. Consistency with Intent
Adapt your offer and CTA to the traffic temperature (warm vs. cold).
21. Strategic Placement
Place the CTA at the top, middle, bottom, and near benefits.
22. One Conversion Goal
Multiple offers = confusion. Focus on one key action.
Landing Page Checklist: Forms
23. Multi-Step Forms (Breadcrumb)
Prefer small steps over long forms. Keep sensitive fields for the end.
24. Form Length
Test reducing or adding fields. Sometimes, a longer form converts better.
25. Thank You Page
Value the conversion with a page that confirms, follows up, or suggests the next action.
26. Autofill Enabled
Allow pre-filling or Google One Tap to speed up the process.
Landing Page Checklist: User Experience
27. Loading Speed
Every second counts. Use Google PageSpeed Insights to check performance.
28. Mobile Friendly
Test your page on mobile with Google’s Mobile-Friendly Test.
29. Simplicity
Clear design, intuitive navigation, and logical visuals: don’t make users think too much.
30. Quality Control (QA)
Test the page across different browsers, devices, and in private browsing mode.
31. Accessibility
Add alt texts, keyboard navigation, and comply with WCAG standards.
Landing Page Checklist: Social Proof
32. Testimonials with Proof
Add photos, videos, logos, badges, or statistics to your customer quotes.
33. Client Logos
Show a variety of logos. Don’t just display big brands if you also target SMEs.
34. User Statistics
Number of satisfied clients, money saved, time gained... show your results.
35. Stars and Reviews
Include your Google, G2, Trustpilot, or other relevant platform ratings.
36. Trust Badges
Certifications, data security, quality labels: anything that reinforces credibility.
Landing Page Checklist: Tracking and Integrations
37. Google Analytics Installed
Place the GA script to track performance.
38. Retargeting Pixels
Facebook, LinkedIn, X, Google... Collect data even if you aren’t running ads yet.
39. Marketing Integrations
Connect your tools: CRM, email marketing, payments, chat, tracking, etc.
Landing Page Checklist: The Ultimate Test
40. The Blink Test (5 Seconds)
Show your page to a fresh user for 5 seconds. Can they answer these questions?
- What is this about?
- Who is this for?
- What’s the offer?
- What to do next?
If it's not immediately clear, go back to the drawing board. A successful landing page makes a strong and instant impression.
In Conclusion: Keep It Simple, Test Often, and Entrust Your Pages to Experts
A landing page checklist is essential for not missing any crucial elements. However, to achieve record conversions, the most effective approach is often to trust experts with page creation.
At ConvertLab, we design performance-focused, tested, optimized, and audience-tailored landing pages. Every checklist is useful, but every page needs to be unique.
Want a landing page that converts 2x better than your current site? Click on "Free Audit" to learn more. 😉
