Checklist · Landing Page
Run this before you send a single paid click.
The checks that decide whether a landing page converts — message match, one job, proof, friction — run before you spend on traffic, not after it underperforms.
A landing page has one job, and most fail it in predictable ways. This checklist isn’t about design polish; it’s the handful of things that, left wrong, quietly waste every rupee of traffic you send.
The most expensive landing-page mistake is finding it after the campaign, not before.
Message match
Does the page deliver exactly what the ad or link promised? A mismatch here wastes the click before the visitor reads a word. Check every entry point.
One job
Does the page ask for one thing? Every competing call-to-action lowers the odds of the one that matters. If it has three goals, it has none.
Proof at the point of doubt
Is there evidence exactly where hesitation happens — near the price, near the form? Proof placed elsewhere doesn’t answer the doubt when it arrives.
Friction & speed
How many fields, how many seconds to load, how many steps? Every one is a place to leave. Cut the form, cut the wait, cut the steps.
Clarity in five seconds
Can a stranger say what this is and what to do next, in five seconds? If not, no optimisation below that line will save it.
Have someone unfamiliar look at the page for five seconds, then ask what it’s offering. Their answer is your real headline test — and it’s usually humbling.
Common questions
What makes a landing page convert?
Tight message match with the source, a single job, proof placed where doubt happens, minimal friction, and clarity a stranger grasps in five seconds.
How many CTAs should a landing page have?
One primary action. Competing calls-to-action split attention and lower the conversion of the one that matters.
Related: the CRO framework · people do what’s easy.