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🎨Consideration Stage • Checklist • Free

Landing Page Conversion Checklist

47-point checklist covering headlines, CTAs, forms, social proof, mobile optimization, and more. Turn more visitors into qualified leads.

View Checklist Below

Why Landing Pages Matter

Landing pages are your highest-leverage conversion opportunity. A well-optimized landing page can:

  • Increase conversion rates by 40-60%: Small changes compound
  • Reduce cost per lead by 30-50%: Same traffic, more conversions
  • Improve lead quality: Better messaging attracts better-fit prospects
  • Faster ROI: No need to increase ad spend—just convert better

1. Above the Fold (12 items)

Headline matches ad message exactly

Message match = trust. If ad says "Free Trial," headline should too.

Clear, benefit-driven headline (not feature-driven)

"Reduce Churn by 35%" vs "Advanced Analytics Dashboard"

Subheadline adds context and urgency

Clarifies the offer and why they should act now

Primary CTA is visible without scrolling

Don't make users hunt for the next step

Hero image/video shows product in action (not stock photos)

Screenshots, demos, or real customer footage perform better

Trust signals visible (logos, testimonials, security badges)

"As seen on," customer logos, or "4.9/5 stars from 1,200+ reviews"

No navigation menu (reduce exit points)

Every link is a potential leak. Keep visitors focused on conversion.

Page loads in under 3 seconds

Every second delay = 7% conversion loss (Google data)

Mobile-optimized (50%+ of traffic is mobile)

Test on actual devices, not just browser resize

Form is short (3-5 fields max above fold)

Ask for name + email only. Collect more info later.

CTA button is high-contrast and action-oriented

"Get My Free Audit" vs generic "Submit"

Privacy/security message near form

"We never share your email" or "GDPR compliant"

2. Social Proof & Trust (10 items)

Customer testimonials with photos and names

Generic testimonials feel fake. Real people = trust.

Specific results/metrics in testimonials

"Increased MRR by $47K in 90 days" vs "Great product!"

Company logos (if B2B)

"Trusted by [recognizable brands]" adds credibility

Third-party review scores (G2, Capterra, Trustpilot)

Independent validation > self-promotion

Media mentions or "As Seen On" badges

Forbes, TechCrunch, industry publications

Security badges (SSL, GDPR, SOC 2)

Especially important for forms collecting sensitive data

User count or growth metrics

"Join 10,000+ companies" or "Trusted by 50K+ users"

Case study or success story link

Detailed proof for skeptics who need more evidence

Money-back guarantee (if applicable)

"30-day money-back guarantee" reduces perceived risk

Video testimonials (if possible)

Harder to fake, builds more trust than text

3. Copy & Messaging (10 items)

Benefits-focused, not feature-focused

"Save 10 hours/week" > "Automated reporting"

Clear value proposition (what's in it for them)

Answer: "Why should I care?" in the first 5 seconds

Address main objection upfront

If price is an objection: "No credit card required"

Use "you/your" language (not "we/our")

Customer-centric > company-centric

Scannable content (bullets, short paragraphs)

Most users scan, don't read every word

Include numbers/data to build credibility

"40% faster deployment" is more believable than "faster"

Remove jargon (unless B2B and necessary)

Clear > clever. Don't make users think.

Address pain points before pitching solution

Show you understand their problem first

Use action verbs in CTAs

"Get," "Start," "Claim," "Unlock" > "Submit"

Consistent tone throughout page

Don't switch from casual to formal mid-page

4. Form & CTA Optimization (9 items)

Minimal form fields (only ask what's essential)

Every field = friction. Each removed field = 10-20% more conversions

Form fields have clear labels and placeholders

Don't make users guess what to enter

CTA button stands out visually (color contrast)

Should be the most noticeable element on page

CTA button is large enough (mobile-friendly)

Minimum 44x44px for mobile tap targets

Error messages are helpful (not generic)

"Email format invalid" > "Error"

Multi-step form shows progress bar

Users are more likely to complete if they see "Step 2 of 3"

No CAPTCHA (unless spam is a major issue)

CAPTCHAs reduce conversions by 3-10%

Autofocus on first form field (desktop)

Reduces friction—users can start typing immediately

Submit button text reinforces value

"Get My Free Audit" > "Submit Form"

5. Technical & Mobile (6 items)

Mobile-responsive design (not just scaled down)

Test on actual devices—buttons big enough, readable text

Page loads fast (<3 seconds)

Use PageSpeed Insights to identify bottlenecks

Images are optimized (compressed, lazy loaded)

Large images kill mobile performance

Analytics and conversion tracking installed

GA4, event tracking, heatmaps (Hotjar/Clarity)

SSL certificate enabled (HTTPS)

Required for trust and SEO

Cross-browser tested (Chrome, Safari, Firefox)

Don't assume it works everywhere because it works on Chrome

Landing Page Conversion Rate Benchmarks

B2B SaaS

Average: 2-5%

Good: 5-10%

Excellent: 10%+

E-commerce

Average: 1-3%

Good: 3-5%

Excellent: 5%+

Lead Gen (B2B)

Average: 5-10%

Good: 10-15%

Excellent: 15%+

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