A Landing Page That Converts: My 14-Point Checklist for Every Project
14 hours of redesign vs a 14-point audit — sometimes the gap between the two is 70 conversion points. Here's my checklist. Map it onto your own landing.
Over 8 years I've built dozens of landing pages — for startups, agencies, e-commerce. In 9 out of 10 cases what feels like “needs redesign” is actually fixable with a checklist. Here it is — 14 items I run on every project, in order of impact.
1. One CTA, not three
Primary action = one. “Order”, “Buy”, “Try free” — pick one. Everything else is secondary and looks like secondary (lower contrast, smaller).
2. Hero answers 3 questions
WHO + WHAT + WHY — in 5 seconds. If you can't summarize your hero to a friend in two sentences, rewrite it.
3. Offer in the headline
Not “Welcome,” not “Innovations for business.” A specific promise with a result: “We ship a CRM in 5 weeks. No overengineering.”
4. Social proof in the first screen
Client logos or one strong testimonial with a photo under the hero. Not in the footer. In the first screen.
5. Real numbers
“+47% sales,” “response time from 24h to 1h,” “50+ shipped projects.” Numbers convince. Adjectives don't.
6. Mobile = priority
60–80% of traffic is mobile. If your mobile is a stripped-down desktop, you're losing ⅔ of conversion. Design mobile-first, then stretch.
7. Load time ≤ 3 seconds
Each extra second drops conversion by 7%. Image optimization, font preload, lazy loading — non-negotiable.
8. Form = minimum fields
Email + name. Done. If you need a phone — separate optional field.
9. Visible pricing
Hiding price is an old move. The user who can't see a price assumes it's expensive and leaves for the competitor who shows it.
10. FAQ = objection handling
Not for SEO. For the person hesitating. Top 7 objections: “expensive,” “complex,” “slow,” “no time,” “not for me,” “tried before,” “no guarantee.” Close each one.
11. Trust elements above the footer
Contact with a real photo, an address, a phone number with country code, certifications. Footer without this reads as “we're hiding.”
12. Analytics set before launch
GA4 + GTM + CAPI for ads. Every CTA = a separate event. Without it, in a month you won't know what's working.
13. A/B test the main hypothesis
Not button color. The hero message, the offer structure, the price. Tiny tests are for optimization, not first versions.
14. One edit cycle, not five
Ship. Wait 2 weeks. Look at the metric. Change one thing. Ship. That's how landings grow. Every “let's add another section” kills focus.
Score yourself
Run all 14. How many ticks? Under 10 — room to grow. Under 7 — start today.
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