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Before sending traffic to a landing page, I run it through a checklist. Not because every point on the checklist guarantees conversion — none of them do individually — but because the checklist catches the fixable mistakes that would otherwise drain campaign performance. Here's my list.
Above the Fold (What Visitors See First)
- ☐ Headline states clearly what you offer and for whom
- ☐ Subheadline adds a specific benefit or elaborates on the headline promise
- ☐ Primary CTA is visible above the fold on desktop AND mobile
- ☐ CTA button text is specific (not "Submit" or "Click here")
- ☐ At least one trust signal is visible without scrolling (review count, logo, customer count)
- ☐ Page loads in under 3 seconds (check Google PageSpeed Insights)
- ☐ No navigation menu that sends visitors away from the page
- ☐ Hero image or video reinforces the offer rather than decorating it
Social Proof, Trust, and the Mid-Page
- ☐ At least 3 specific customer testimonials with real names and outcomes
- ☐ Testimonials address common objections, not just generic praise
- ☐ Customer logos present if B2B
- ☐ Media mentions if available ("as seen in...")
- ☐ Money-back guarantee clearly stated
- ☐ Security badges near any form fields
- ☐ Real-time social proof popup active on page (purchase notifications or sign-up alerts)
- ☐ FAQ section addresses the top 3 objections you hear in sales calls
Forms, Mobile, and the Bottom of the Page
- ☐ Form asks for the minimum information needed (email only for first conversion)
- ☐ Privacy statement near email field ("No spam. Unsubscribe anytime.")
- ☐ CTA repeated at the bottom of the page for visitors who scrolled all the way
- ☐ Page renders correctly on iOS Safari and Android Chrome
- ☐ No horizontal scrolling on mobile
- ☐ All text is readable without zooming on mobile (minimum 16px)
- ☐ Exit intent popup configured with relevant offer for this traffic source
- ☐ UTM parameters tracked and landing page connected to analytics goals
Ready to put this into practice?
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