Landing Page Checklist

A complete checklist to design, optimize, and launch a high-converting landing page. Covers messaging, hero design, social proof, CTAs, SEO, performance, and legal requirements.

work, productivity, creative

by Morris

Message and Positioning

Define what your product is, who it's for, and why it wins before writing a single word of copy.

• Write a one-sentence value proposition using the format: 'We help [who] do [what] so they can [outcome]'
• Identify the single primary action you want visitors to take on this page
• List the top 3 objections your target customer has before buying and plan how to address each on the page
• Define the specific audience segment this page is targeting - resist the urge to write for 'everyone'
• Write the core benefit statement (what they get, not what you built)
• Review competitor landing pages and identify one positioning angle they are NOT using

Hero Section (Above the Fold)

The hero is the most important section. Visitors decide within 3 seconds whether to stay or leave.

• Write a headline that states what the product does in plain language - avoid clever wordplay
• Write a subheadline that names the target customer and the primary benefit
• Ensure the hero contains all four elements above the fold: what it is, who it's for, what they get, and one CTA
• Add a hero image or short demo video that shows the product in use, not a generic stock photo
• Write CTA button copy that describes the action outcome, not a generic verb
• Remove all navigation links from the hero or consider using a minimal nav to reduce exit paths

Social Proof and Trust

Proof is the fastest way to remove skepticism. Use the right type for your current stage.

• Rank and select your strongest available proof: customer logos > video testimonials > written testimonials > star ratings > customer count
• Add at least 2-3 testimonials that address specific objections rather than generic praise
• Include the full name, photo, job title, and company for every testimonial - anonymous quotes carry near-zero weight
• Add trust badges relevant to your product: security certifications, payment processor logos, media mentions, or awards
• Place at least one proof element within the hero or directly below it - don't bury all proof at the bottom

Value Proposition and Benefits

Translate features into outcomes your customer actually cares about.

• List 3-5 primary benefits and write each as a specific, measurable outcome rather than a product description
• Use concrete numbers wherever possible: time saved, money saved, percentage improvement
• Break up feature-heavy content with a benefits-first structure: lead with the outcome, follow with how it works
• Add an FAQ section that addresses the 5 most common pre-purchase questions
• Review every sentence of copy and remove any jargon that a non-expert wouldn't understand on first read

Call to Action Design

Your CTA is the only thing visitors need to do. Design it to be unmissable.

• Ensure the primary CTA button is visible without scrolling on both desktop and mobile
• Use a single primary CTA color that appears nowhere else on the page
• Add a secondary micro-copy line below the CTA that removes the biggest risk: no credit card required, free for 14 days, cancel anytime
• Repeat the CTA at least 3 times on the page: hero, after benefits, and after testimonials
• Test a sticky CTA bar or sticky header for long-form landing pages (anything requiring more than 3 scrolls)

SEO and Meta Tags

Meta tags and structured data are invisible to visitors but critical for search and social sharing.

• Write a title tag under 60 characters that includes your primary keyword and communicates value
• Write a meta description under 155 characters that includes a benefit and a call to action
• Add Open Graph tags so the page renders correctly when shared on LinkedIn, Twitter, and Slack
• Add structured data markup (JSON-LD) for your business type: SoftwareApplication, Product, or Organization
• Set a canonical tag to prevent duplicate content issues if the page is accessible at multiple URLs

Page Speed and Performance

Speed is a conversion factor. Every second of delay costs you customers.

• Run the page through Google PageSpeed Insights and target a score of 90+ on both mobile and desktop
• Compress and convert all images to WebP format with explicit width and height attributes
• Ensure all third-party scripts (analytics, chat, etc.) load asynchronously and do not block rendering
• Enable GZIP or Brotli compression on your server or CDN
• Install Hotjar or Microsoft Clarity (free tier) before launch to record real user sessions and heatmaps
• Verify the page loads correctly on a throttled 3G connection using Chrome DevTools Network tab

Mobile Optimization

More than half of web traffic is mobile. The mobile experience is not a fallback - it is the primary experience.

• Test the page on at least 3 real physical mobile devices, not just browser simulation
• Ensure all tap targets (buttons, links) are at least 44x44px with adequate spacing between them
• Check that no horizontal scrolling occurs on any screen size below 375px wide
• Verify form fields trigger the correct mobile keyboard type (email, tel, number) using appropriate input types
• Test the CTA button is easily tappable with a thumb in the natural thumb zone (center and bottom of screen)

Analytics and Tracking

You cannot improve what you do not measure. Set up tracking before any traffic arrives.

• Install Google Analytics 4 (or your preferred analytics platform) and verify events are firing correctly
• Set up a conversion goal or event for every CTA click or form submission
• Add UTM parameters to all inbound links from email campaigns, social posts, and ad campaigns
• Install Hotjar or Microsoft Clarity and set up a heatmap recording for the landing page
• Set up a weekly dashboard or report so you review key metrics on a schedule, not just when you remember

Legal Requirements

Missing legal pages creates risk and erodes trust. These are non-negotiable before launch.

• Add a Privacy Policy page that discloses what data you collect, how you use it, and user rights
• Add a Terms of Service or Terms of Use page that defines acceptable use and limits your liability
• Add a cookie consent banner if you use any tracking cookies and serve users in the EU or California
• Ensure all third-party services you use (analytics, email, payments) are listed in your Privacy Policy
• If offering a free trial or subscription, include a clear refund policy and billing terms

Pre-Launch Testing

Find and fix problems before real visitors see them.

• Test every form and CTA on the page end-to-end: submit, receive confirmation, verify data is stored correctly
• Check all links on the page for 404 errors using a broken link checker
• Proofread the entire page once yourself, then have one other person read it for typos and clarity
• Test the page in Chrome, Firefox, Safari, and Edge at multiple resolutions
• Run the page through the W3C HTML Validator to catch markup errors that may cause rendering bugs
• Do a final review with your positioning statement and ask: does every element on this page serve the single CTA?