Before you spend on ads, use this landing page checklist to check that visitors can tell what you offer in seconds, find one clear action, use the page on a phone, load it quickly, trust it, and complete the form. Test with a real phone and a stranger. Ads send more people to a page, so fix the page first.
Every click you pay for lands on a page that either helps the visitor or loses them. If the page has problems, ads make them expensive. Spending a day on the checklist below costs far less than finding out through a month of ad spend.
01. Does the page deliver the message the ad promised?
- The headline says what you offer, who it is for and where, in plain words.
- The page matches the ad. A visitor who clicked an ad about same day AC repair should land on a page about same day AC repair, not your homepage.
- There is one main action, and it is the clearest thing on the screen.
- The button says what happens. "Book a 30 minute call" works better than "Submit".
02. Does it work on a phone?
- Text is readable without zooming, and the page does not scroll sideways.
- Buttons and links are large enough to tap with a thumb. About 44 to 48 pixels is a common guide.
- A call or WhatsApp button stays within reach as people scroll.
- Form fields open the right keyboard: numbers for phone, email layout for email.
03. Is it fast enough?
Google's Web Vitals set the targets for a good experience: the largest element loads in 2.5 seconds or less, the page responds to a tap in 200 milliseconds or less, and the layout shifts by 0.1 or less. Test the page in PageSpeed Insights on mobile. The usual fixes are compressing images and removing heavy sliders, autoplay video and extra scripts. A slow page wastes the click you paid for.
04. Does it earn trust?
- Real proof is visible: genuine reviews, photos of actual work, named clients where you have permission.
- A starting price or price range is shown, or the page explains how pricing works.
- People are visible. Names and photos make a small business feel real.
- Contact details and a privacy policy link are easy to find.
- Nothing is invented. Fake counters and made up testimonials do damage when noticed.
05. Does the form behave?
- It asks only for what you need to reply.
- Labels are clear, and errors appear next to the field with a plain explanation.
- After sending, a thank you page says what happens next and when.
- Notifications reach a person who will act on them. Submit a test enquiry and see who gets it.
06. Can everyone use it?
Accessibility helps all visitors, including anyone in bright sunlight. Check that text has enough contrast. WCAG asks for a contrast ratio of at least 4.5 to 1 for normal text. Add descriptions to meaningful images, use headings in order, make links say where they go, and check that the page can be used with a keyboard.
07. Will you know whether it worked?
Before the ads go live, track the actions that matter: form submissions, taps on your phone number, taps on WhatsApp and clicks on your booking button. Fire a test of each and confirm it shows up. Without this, you will see clicks and spend but not enquiries.
08. How do you test it in an afternoon?
Ask three to five people who know nothing about your business to try the page on their own phone, using mobile data. Give each a task, such as finding out the price or asking for a callback, then watch without helping. Note where they pause, tap the wrong thing or give up. Ask what they think the company does. Fix the problems you see more than once.
09. When should you bring in a designer?
If more than two or three of these checks fail, or the problems come from the layout itself, get a design review. A design audit gives you a prioritised list of fixes, so you can work through them in order of impact. If the problem is a whole site and not one page, see our list of ten fixes for a website with traffic but no leads.
Frequently asked questions
What is the difference between UI and UX?
UI is what the page looks like. UX is how it works for the person using it. Both matter, and a page can look good and still be frustrating.
How many people do I need to test with?
Five is a common starting point. The same problems tend to show up quickly.
Should ads go to my homepage?
Usually no. Send them to a page built around the one offer the ad promised.
How long does a landing page take to build?
A designed and built landing page takes us one to two weeks, and prices start from $3,500.
