Use our landing page checklist and turn clicks into enquiries
If you are paying for traffic but not getting enquiries, it is rarely “the ads”. It is usually the landing page. Use our checklist to fix the biggest leaks first.
Our landing page checklist is for small businesses running ads, getting traffic, and still hearing… nothing. A landing page has one job: make the next step easy. If it is trying to do ten jobs at once, it usually does none.
You can DIY these fixes quickly. If you want us to build and test the page properly, we can do that.
The quick version
If you only have 20 minutes, do these first. These are the fastest wins in our landing page checklist.
- Make the headline match the ad
- Put one clear next step above the fold
- Add proof near the CTA
- Remove form friction
- Make it fast on mobile
If that already feels like a lot, do not worry. Below is our full checklist in the right order.
Not sure what a landing page should do?
A landing page is not your homepage. It is not a brochure. It is a single focused page that matches what someone just clicked on, answers the obvious questions, and makes it painless to take the next step.
Our full landing page checklist
Work through this in order. It is designed to stop you “tweaking forever” and start improving conversion.
Step 1: Message match
If the ad promises one thing and the page talks about something else, people leave.
Checklist:
- Headline repeats the offer in plain English
- First paragraph confirms who it is for and what happens next
- The page matches the keyword or ad theme
Step 2: One page, one outcome
Decide the single action you want.
Checklist:
- Call, form, booking, or purchase, pick one primary action
- One main CTA repeated, not five different CTAs
- Remove distractions that pull people away
Step 3: Above the fold clarity
People decide fast.
Checklist:
- What you do, who it’s for, and the benefit is obvious
- One clear CTA visible without scrolling
- Key trust signal visible early
Step 4: Proof, not promises
Most landing pages fail because they ask for trust they have not earned.
Checklist:
- Reviews or testimonials near the CTA
- Short proof points: numbers, outcomes, timeframes where relevant
- Photos or examples that feel real
- Guarantees only if you actually mean them
Step 5: Remove friction
Friction is anything that makes it harder to convert.
Checklist:
- Keep forms short
- Explain what happens after they submit
- Reduce required fields to the minimum
- Offer an alternative if they’re not ready (call, email, WhatsApp if you use it)
Step 6: Mobile experience
Most small businesses lose conversions on mobile without realising.
Checklist:
- Text is readable without zooming
- Buttons are easy to tap
- The form works properly
- The page loads quickly over 4G
Step 7: Speed, without overdoing it
You do not need perfection, you need “fast enough”.
Checklist:
- Compress images
- Avoid massive videos on the page
- Reduce third-party scripts
- Check the page on your phone, not just desktop
Step 8: Tracking the basics
You cannot improve what you do not measure.
Checklist:
- Track form submits
- Track calls if calls matter
- Confirm conversions in Google Ads, not just GA4
- One simple dashboard view you actually check
Step 9: Test one thing at a time
Do not change ten things and guess what worked.
Checklist:
- Change one section
- Give it time
- Keep the winner, bin the loser
Common mistakes that kill conversions
These are the usual reasons a landing page checklist is needed in the first place.
- Sending paid traffic to the homepage
- Headlines that do not match the ad
- Too many CTAs
- No proof near the CTA
- Forms that ask for everything
- Slow mobile pages
- Walls of text with no structure
- Stocky, vague promises instead of specifics
DIY lane vs done for you lane
DIY lane:
If you want to DIY our landing page checklist, start with message match, one CTA, proof, and friction removal. Those move conversion fastest.
Done for you lane:
If you want the time-saving version, we will rebuild the page around intent, tighten the offer, add proof, and test improvements so clicks turn into enquiries.
Related guides on The Wall
If you’re working through a landing page checklist, these guides will help you bring in better traffic and make the page work better once people land on it.
- Read Google Ads for small business if you want to send more targeted traffic to the page instead of relying on guesswork.
- Check Social Media for small business if you want your organic channels feeding the same offer and message.
- Use social media content ideas if you need simple post ideas that support the page and keep your promotion consistent.
landing page checklist FAQs
Not always, but it helps. At minimum, have one strong page per core service. Use our landing page checklist to make each one focused.
Long enough to answer the obvious questions. Short enough to stay clear. Clarity beats length.
Mismatch. If the page does not match what someone clicked, you lose them.
No. You need a clear offer, proof, and an easy next step. Fancy without clarity is just expensive confusion.
Make the headline match the ad and put one clear CTA above the fold. That is the fastest start for anyone using our landing page checklist.
