Quick answer: Use this landing page checklist to check message match, trust, objections, the call to action, mobile speed and tracking before you launch ads.
You’re paying for every click, so the page they land on matters as much as the ad. Run your landing page through this checklist before launching, and again whenever enquiries drop.
Message and offer
- ☐ The headline matches the ad’s promise, in similar words
- ☐ It’s obvious within five seconds what you offer and who it’s for
- ☐ There’s one clear offer (free quote, fixed price, inspection, call)
- ☐ The benefit is clear: why choose you, why now
- ☐ The service area is clear, so out-of-area visitors don’t waste your time
Trust
- ☐ Real reviews or testimonials, with names (and permission)
- ☐ Photos of your actual work, team or premises, not only stock images
- ☐ Licences, insurance, memberships or certifications shown where relevant
- ☐ Business name, ABN and contact details visible
- ☐ A specific guarantee or promise you genuinely keep
Objections
- ☐ Some price guidance (a range, “from” price or what affects cost)
- ☐ The process explained in three or four steps
- ☐ Timeframes: response time, lead time, job duration
- ☐ A short FAQ answering the top questions
Call to action
- ☐ One primary action, repeated down the page
- ☐ The form or button visible without scrolling on mobile
- ] The form asks only what you need (see [contact forms that convert)
- ☐ Tap-to-call works on mobile, if you take calls
- ☐ The button says what happens: “Get my quote”, not “Submit”
- ☐ The thank-you message sets expectations: who will contact them and when
Speed and mobile
- ☐ Loads in under about 2.5 seconds on a mobile connection (check with PageSpeed Insights)
- ☐ Text readable without zooming, buttons easy to tap
- ☐ No pop-ups covering the content on mobile
- ☐ No navigation menu or minimal links pulling people away
See page speed for ad landing pages.
Tracking and compliance
- ☐ Conversion tracking fires once, only on successful submission
- ☐ Spam protection on the form
- ☐ Privacy policy linked, and it covers advertising pixels and form data
- ☐ Claims are accurate and can be backed up (Australian Consumer Law applies to ads and landing pages)
See signs your ad tracking is broken.
How to use this checklist
Score your page: every unchecked box is a reason some visitors leave. Fix trust and call-to-action issues first, then speed. If the page still converts poorly, test a different offer or headline. See why visitors leave without enquiring.
A typical service landing page converts somewhere between 3% and 10% of paid visitors, depending heavily on industry and offer. If yours is well below that, there’s room to improve.
Sources and further reading
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →