Instructions
Use this checklist to audit new or existing landing pages for effectiveness.
It’s organized into core pillars: Clarity, Relevance, Trust, UX, and Conversion.
✅ Tip: Run this as a regular review process across performance pages, campaign-specific LPs, and A/B test variants.
1. Clarity & Messaging
| ✅ |
Check |
| ☐ |
Clear headline that communicates the main benefit |
| ☐ |
Subheadline expands on the value proposition concisely |
| ☐ |
Copy is written in plain English, without jargon |
| ☐ |
Focus is on the user’s needs, not internal features |
| ☐ |
Important information appears above the fold |
2. Relevance & Targeting
| ✅ |
Check |
| ☐ |
Page aligns with the campaign/source that led users here |
| ☐ |
Messaging matches the user’s intent or problem |
| ☐ |
CTA (call-to-action) matches the offer (e.g. trial, demo, guide) |
| ☐ |
Segmentation or personalization is applied where possible |
3. Trust & Credibility
| ✅ |
Check |
| ☐ |
Logos of trusted clients or media coverage |
| ☐ |
Relevant testimonials or customer quotes |
| ☐ |
Proof points (data, stats, use cases) to support claims |
| ☐ |
Clear privacy, security, or refund information |
| ☐ |
Certifications or awards if relevant |
4. UX & Performance
| ✅ |
Check |
| ☐ |
Mobile responsive with clean layout |
| ☐ |
Fast loading speed (<2.5s recommended) |
| ☐ |
Visual hierarchy is intuitive and scannable |
| ☐ |
Navigation is minimal or removed for focus |
| ☐ |
Accessibility best practices followed (contrast, alt text, etc.) |
5. Conversion Optimization
| ✅ |
Check |
| ☐ |
Strong, visible CTA (button stands out) |
| ☐ |
CTA is repeated at logical intervals on the page |
| ☐ |
Lead capture form is short and only asks essential info |
| ☐ |
Exit-intent or scroll-triggered CTAs are used wisely |
| ☐ |
Thank you/confirmation flow is optimized and branded |
Bonus: Performance Metrics to Monitor
| Metric |
Why It Matters |
| Bounce Rate |
Are users finding the page relevant? |
| Conversion Rate |
Is the page delivering leads/sales? |
| Time on Page |
Are people engaging with the content? |
| Scroll Depth |
Are key sections being seen? |
| A/B Test Results (if any) |
Which versions or offers perform best? |