The Ultimate Landing Page Checklist
by Sarah Rodriguez • March 28, 2017
Ever wonder if your landing page is designed for success? To help you put your fears to rest, I’ve created this Ultimate Landing Page Checklist for you.
We’ll go over each of these points in detail below, but just as a quick reference, here is the full list:
Ultimate Landing Page Checklist
Answer “yes” or “no” for each question. Go through this list every time you build a landing page.
- Does my headline define my business/service/offer?
- Does my headline and subheading communicate value?
- Do I have an obvious, above-the-fold CTA?
- Does the color of my CTA contrast with the color of the rest of my page?
- Does my CTA clearly indicate what the user will get for converting?
- Is my landing page free of unnecessary links?
- Does my page feel clean and uncluttered?
- Is my copy focused on benefits rather than features?
- Do my testimonials sounds “real” and are they in line with the overall message of my page?
- Am I only asking for the information I need on my form?
- Have I added a page title to my landing page?
- Does my landing page meet the expectations set by the ad(s) that are sending traffic to it?
- Has someone else proofread my page?
- Have I tested all of my buttons and forms to make sure they are working (and properly integrated)?
- Is my page optimized for mobile traffic?
If you can answer “yes” to all 15 questions on this landing page checklist, your landing page will probably perform fairly well.
The Nitty Gritty
Now that we’ve gone through the checklist, let’s take a look at what a “yes” to each of these questions entails:
1. Does my headline define my business/service/offer?
Your landing page headline should help to reassure your visitors that they are in the right place. Your headline should help to define what you are offering and what your company does. In the case of landing pages, a clear headline is better than a clever one.
2. Does my headline and subheading communicate value?
Use your headline and subhead to show your visitors how you can improve their lives. Instead of “We are a company” use something like “We are a company that cuts your wait time in half.”
3. Do I have an obvious, above-the-fold CTA?
Can you imagine if a visitor lands on your page ready to convert but can’t figure out how? You might be losing out on some low-hanging fruit if you don’t have an obvious call-to-action (CTA) somewhere above the fold. Make it easy for your visitors to convert.
4. Does the color of my CTA contrast with the color of the rest of my page?
Don’t make visitors search for your CTA. Make sure you use a contrasting button color so it easily stands out to visitors.
You might be tempted to use a more modern transparent button with a thin white outline or something that matches the rest of your page, but your landing page will usually perform better with contrasting CTAs.
5. Does my CTA clearly indicate what the user will get for converting?
Your call-to-action should let visitors know what they are getting by filling out your form, calling your phone number, or signing up for your service.
Remind them that they will be getting something out of their experience. Clear CTAs like “Get My Quote Now” or “Contact a Specialist” are almost always better options then “Submit.”
6. Is my landing page free of unnecessary links?
Your landing page is not a homepage, and so don’t treat it like one. Because you are directing certain people to your page you should know what kind of information they might want to find. Put it all on the page and get rid of navigation links that will take them away from the landing page that has the best chance of converting them.
Landing pages also shouldn’t have your company’s social media links. In a few clicks, your visitors could be browsing their Facebook feed instead of buying your product.
7. Does my page feel clean and uncluttered?
If your visitors feel overwhelmed with information, they will leave your page. Make it easy for people to skim your page for the information they need. Break up your text into easy-to-digest paragraphs and points.
8. Is my copy focused on benefits rather than features?
It’s easy to start writing copy for your landing page and brag about how great your business is. Instead, try taking your best features and applying them to your visitors. Be specific on how your product or service can positively affect them.
9. Do my testimonials sounds “real” and are they in line with the overall message of my page?
Choose believable testimonials that are specific to your landing page and NEVER use fake testimonials. Using names, pictures, and sources with your testimonials can help to establish more credibility.
10. Am I only asking for the information I need on my form?
Often, the longer your form is, the less chance you have of converting visitors. Make sure your form only has fields that you need at this point in the sales funnel.
11. Have I added a page title to my landing page?
Adding page titles to your landing pages not only helps to define what your company is and what the page is about, it also just looks more professional.
12. Does my landing page meet the expectations set by the ad(s) that are sending traffic to it?
You should know where your landing page visitors are coming from. Are they coming from a Facebook Ad? A google search? Email campaign? Know your audience and design your page with that in mind. Using DKI (dynamic keyword insertion) can also help to personalize your landing pages with more campaign-specific headlines.
13. Has someone else proofread my page?
Don’t forget to proofread and spellcheck your landing page! You can use spell-checkers like Respelt to check your entire page for errors but you should also read through and make sure everything sounds professional and makes sense.
Lastly, it’s easy to become blind to your own mistakes, so have another person (or two) also look over the page as well.
14. Have I tested all of my buttons and forms to make sure they are working (and properly integrated)?
In addition to checking you landing page for spelling & grammar errors, you want to make sure your page functions like your intended. Click all of the buttons, submit a test lead, check all the links and make sure everything is connected correctly.
15. Is my page optimized for mobile traffic?
More and more visitors are using tablets and mobile devices to browse the web. There is no excuse for not having mobile optimized landing pages. You can also use Google Mobile Test to make sure the page is mobile friendly.
While answering “yes” to all of the questions in this Ultimate Landing Page Checklist won’t guarantee online marketing success, it will ensure that your landing pages aren’t holding your campaigns back.
By the way, if you’d like me to look over some of your landing pages and give you some feedback or recommendations, let me know here or in the comments. I’d love to help!
How do your landing pages measure up to this list? Were there any questions that surprised you? What’s on your landing page checklist?