01
Above the Fold
8 checks
Visitors decide whether to stay or leave within 5 seconds. Everything above the fold either earns the scroll or loses the visitor. These 8 checks cover the elements that matter most in that first impression.
1. H1 matches ad or search intent
If someone clicks an ad about "email automation for agencies" and your H1 says "Welcome to Our Platform," you lose them instantly. Message match between the traffic source and the headline is the single biggest factor in first-impression bounce rates.
2. Value proposition is clear within 5 seconds
A visitor should be able to answer "what does this do and why should I care" without scrolling. If your above-the-fold area requires reading three paragraphs to understand the offer, you are bleeding conversions.
3. Primary CTA is visible without scrolling
The main call-to-action button must be visible on page load on both desktop and mobile. If visitors have to scroll to find out what action to take, you are adding unnecessary friction to the conversion path.
4. Hero image shows product or outcome, not stock photos
Generic stock photos of people shaking hands or pointing at charts do nothing for trust. Show a screenshot of your actual product, a real result, or a photo of the real outcome. Visitors can spot stock images instantly and they erode credibility.
5. Headline includes a specific benefit, not a vague claim
"Grow Your Business" means nothing. "Get 3x more demo bookings in 30 days" is specific and testable. Specific claims outperform vague ones because they give the visitor a concrete reason to keep reading.
6. At least one social proof element is visible above the fold
A client logo bar, a testimonial snippet, or a review count placed above the fold reduces perceived risk before the visitor even starts evaluating. Social proof above the fold consistently lifts conversion rates by 10-15% in A/B tests.
7. No unnecessary navigation distractions on landing pages
Dedicated landing pages should remove or minimize the main site navigation. Every extra link is an exit opportunity. The only links on a landing page should serve the conversion goal. Full navigation belongs on your website, not on your landing pages.
8. Mobile hero does not push CTA below the fold
A hero image that looks great on desktop can push everything below the fold on a 375px-wide screen. Check your page on an actual phone. If the CTA is not visible without scrolling on mobile, either reduce the hero image size or move the CTA above it.
02
Copy and Messaging
8 checks
Design gets attention. Copy closes the deal. These checks focus on whether your words are doing the persuasion work they need to do, or just filling space.
9. Headline addresses a pain point, not a feature
Features tell people what your product does. Pain points tell people why they need it. "AI-powered analytics dashboard" is a feature. "Stop guessing which campaigns actually drive revenue" is a pain point. Lead with the problem your audience already knows they have.
10. Subheadline explains the mechanism
After your headline hooks attention, the subheadline needs to explain how you deliver on the promise. It bridges the gap between the pain and the solution. Without a mechanism, the claim feels hollow and unbelievable.
11. Bullet points are benefit-oriented, not feature lists
Every bullet should answer the reader's internal question: "So what?" Instead of "Automated reporting," write "Get weekly performance reports in your inbox without lifting a finger." Connect every feature to the outcome it creates.
12. Claims use specific numbers, not vague language
"Trusted by thousands" is forgettable. "Used by 2,847 marketing teams" is specific and credible. Numbers signal that you actually measured something. Wherever you make a claim, back it with a specific figure.
13. Copy uses customer language, not company language
Read your customer support tickets, review sites, and sales call transcripts. Use the exact words your customers use to describe their problems. If your customers say "get more clients" and your page says "optimize customer acquisition," you have a language gap.
14. Objection handling section exists on the page
Every visitor has reasons not to buy. Price, complexity, time commitment, switching costs. If you do not address objections on the page, visitors leave to "think about it" and never come back. An FAQ or objection-handling section catches people before they bounce.
15. One clear CTA per section
When you give visitors three different actions to take, most take none. Each section of your page should guide toward one specific next step. Multiple competing CTAs create decision paralysis and tank conversion rates.
16. No jargon your customer would not use
Industry jargon makes you feel smart but makes your customer feel confused. If your target buyer would not say a word out loud in a meeting, remove it from the page. Clarity converts. Complexity kills.
03
Trust and Social Proof
7 checks
People do not buy from pages they do not trust. Social proof reduces perceived risk faster than any amount of copy. These checks ensure you have the right trust signals in the right places.
17. Testimonials include real names and photos
Anonymous testimonials are worthless. "Great product! - J.S." does not build trust. A testimonial with a full name, company, role, and headshot is verifiable and credible. If you cannot get permission to use real names, the testimonial is not strong enough to use.
18. Logos of recognizable clients are displayed
A logo bar of known brands signals credibility through association. Even 3-4 recognizable logos can shift a visitor's perception from "never heard of you" to "they must be legitimate." Place logos near the top of the page for maximum impact.
19. Results include specific numbers
"We helped them grow" is not proof. "Increased demo bookings by 187% in 60 days" is proof. Specific, measurable results are the strongest form of social proof because they let the visitor project similar outcomes for themselves. See how we did this for Alphorm .
20. Case study links are accessible
A detailed case study is the most persuasive asset in your conversion toolkit. It shows process, results, and context. Link to at least one relevant case study from your landing page. If visitors want to go deeper before converting, give them that option.
21. Trust badges and certifications are visible
Security badges, compliance certifications, payment processor logos, and industry awards reduce anxiety at the point of conversion. Place them near forms, checkout areas, and CTAs where friction is highest.
22. Review count or rating is visible
Displaying a review count like "4.8 out of 5 from 342 reviews" is more persuasive than a single testimonial because it shows volume. The more data points behind the claim, the harder it is for the visitor to dismiss it as cherry-picked.
23. "As seen in" or press mentions are included
Third-party validation from media outlets or industry publications adds a layer of credibility you cannot create yourself. Even a mention in a niche blog or podcast carries weight. If you have press coverage, display it prominently.
04
Forms and CTAs
7 checks
The form is where intent becomes action. Every unnecessary field, confusing label, or generic button is friction that kills conversions at the moment of highest intent. These checks target the exact point where visitors become leads or customers.
24. Form asks for minimum necessary fields only
Every additional field reduces completion rate by roughly 5-10%. If you do not need a phone number to follow up, remove it. If you can get company size from the email domain later, do not ask for it now. Only ask for information you need to take the next step.
25. CTA button text is action-specific, not "Submit"
"Submit" tells the visitor nothing about what happens next. "Get My Free Audit," "Start My Trial," or "Download the Checklist" sets a clear expectation. Action-specific button text consistently outperforms generic labels in A/B tests.
26. Button color contrasts with the rest of the page
Your CTA button should be the most visually prominent element on the page. If your site is blue and your button is also blue, it blends in. The button does not need to be ugly. It needs to be unmissable. Test that someone scanning the page can find the button in under one second.
27. Form has inline validation
Showing errors after the user clicks submit is frustrating. Inline validation that checks each field as the user fills it in reduces form abandonment. Flag incorrect email formats, missing required fields, and invalid phone numbers in real time.
28. Multi-step forms are used for complex inputs
If your form needs more than 4-5 fields, break it into steps. Multi-step forms feel shorter because visitors only see a few fields at a time. Show a progress bar so they know how close they are to finishing. This alone can lift form completion by 20-30%.
29. Privacy assurance is placed near the form
A short line like "We will never share your email" or a link to your privacy policy placed directly below the form reduces submission anxiety. People are increasingly cautious about giving away their information. A small reassurance at the right moment removes the last barrier.
30. Thank you page includes a next action
A blank "Thanks for submitting" page wastes post-conversion momentum. Use the thank you page to book a call, share a resource, encourage a social share, or direct the visitor to their next step. The moment after conversion is when engagement is highest.
05
Page Speed and Technical
7 checks
Technical issues are invisible conversion killers. Your copy and design can be perfect, but if the page loads slowly, shifts around, or breaks on certain devices, visitors leave before they ever see your offer.
31. Largest Contentful Paint (LCP) is under 2.5 seconds
LCP measures how fast the main content loads. Google considers anything above 2.5 seconds a poor experience. Run your page through PageSpeed Insights and fix whatever is slowing down the largest visible element. Common culprits are unoptimized hero images and render-blocking CSS.
32. No visible layout shift during load
When elements jump around as the page loads, visitors lose their place and trust. Cumulative Layout Shift (CLS) happens when images lack dimensions, fonts swap late, or ads inject into the page. Set explicit width and height on all images and preload critical fonts.
33. Images are compressed and lazy-loaded
Uncompressed images are the most common reason for slow pages. Use WebP format, compress to 80% quality, and add loading="lazy" to every image below the fold. This single fix often cuts page weight by 50% or more.
34. No render-blocking scripts above the fold
JavaScript and CSS files that block rendering delay the entire page. Move non-critical scripts to the bottom of the page or add the defer attribute. Inline the critical CSS needed for above-the-fold content and load the rest asynchronously.
35. Page is fully mobile responsive
Over 60% of web traffic comes from mobile devices. Test your page on at least three screen sizes: 375px (iPhone SE), 390px (iPhone 14), and 768px (iPad). Do not rely on browser dev tools alone. Load the page on an actual phone and tap through the entire flow.
36. HTTPS is enabled and no mixed content warnings
Browsers flag non-HTTPS pages with "Not Secure" warnings that destroy trust instantly. Ensure your SSL certificate is valid and that all resources (images, scripts, fonts) load over HTTPS. A single HTTP resource can trigger a mixed-content warning.
37. No broken links or 404 resources
Broken links, missing images, and 404 errors make your page look abandoned and untrustworthy. Run a broken link checker on every page quarterly. A single broken testimonial image or dead case study link can undermine the credibility of the entire page.
06
Mobile Optimization
5 checks
Responsive does not mean optimized. A page can technically fit a mobile screen and still be unusable. These checks go beyond responsive design to ensure the mobile experience actually converts.
38. Tap targets are at least 44px by 44px
Small buttons and links that are hard to tap on mobile frustrate users and cause misclicks. Apple and Google both recommend a minimum touch target of 44x44 pixels. Check your buttons, links, and form elements with a phone in hand, not just in a browser simulator.
39. No horizontal scroll on any screen size
Horizontal scroll on mobile is a sign that something is wider than the viewport. Common causes are fixed-width images, tables without overflow handling, and absolute-positioned elements. If any element causes horizontal scroll, it breaks the entire mobile experience.
40. Forms work correctly with mobile keyboards
Email fields should trigger the email keyboard. Phone fields should trigger the numeric keypad. Use the correct input types (type="email", type="tel", inputmode="numeric") so mobile users get the right keyboard. This small detail reduces form friction significantly.
41. Primary CTA is sticky on mobile
On long mobile pages, the CTA button scrolls out of view. A sticky CTA that stays fixed at the bottom of the screen keeps the action always available. This is especially important for pages longer than 3 mobile screen heights where the user may not scroll back up.
42. Body font size is at least 16px
Anything smaller than 16px forces mobile browsers to zoom in when users tap a form field, which breaks the layout. It also strains the eyes on small screens. Set your base body font to 16px minimum and scale up from there. Readability is not optional on mobile.
07
Testing and Iteration
5 checks
Optimization is not a one-time project. The teams that consistently improve conversion rates are the ones with a systematic testing process. These checks ensure you are testing the right way.
43. A/B test one element at a time
When you change three things at once, you cannot tell which change drove the result. Isolate variables. Test the headline, then the CTA, then the layout. Sequential single-variable tests build compounding knowledge. Multivariate testing requires much higher traffic volumes to reach significance.
44. Tests run to statistical significance
Calling a test after 3 days because one variation "looks better" is guessing, not testing. Use a significance calculator and aim for 95% confidence minimum. Small sample sizes produce unreliable results. Let the test run until the math says it is done, not until you feel impatient.
45. Test headlines before design changes
Headline tests are the highest-leverage, lowest-effort tests you can run. A new headline takes 5 minutes to implement and can swing conversion rates by 20-30%. Design changes take days and often move the needle less. Always start with copy testing before investing in design overhauls.
46. Track micro-conversions, not just macro
If you only track final conversions (purchase, signup), you miss where visitors drop off. Track scroll depth, CTA clicks, form starts, video plays, and tab switches. Micro-conversions show you which sections are working and which are losing attention so you know where to focus your next test.
47. Document every test result
Failed tests are as valuable as winners when you document them. Create a simple log with the hypothesis, what you tested, sample size, result, and what you learned. Without documentation, teams repeat the same failed tests, waste budget, and lose institutional knowledge when people leave.
How to Use This Checklist
Running all 47 checks on every page at once is overwhelming and unnecessary. Here is how to get the most value from this checklist without burning out your team.
1
Prioritize by Impact
Start with above-the-fold and form checks. These two categories account for 60-70% of conversion lift in most audits. Copy and trust signal improvements come next. Technical and mobile checks are foundational but usually have smaller marginal impact unless something is clearly broken.
2
Audit Your Top 3 Pages First
Do not try to optimize every page at once. Identify the 3 pages that get the most traffic or generate the most revenue. Run this full checklist on those pages first. Fix the biggest gaps, measure the impact, then move to the next set of pages.
3
Re-check Monthly
Pages degrade over time. New team members add unnecessary form fields. Marketing adds navigation links to landing pages. Images get uploaded without compression. Run this checklist monthly on your top pages to catch regressions before they cost you conversions.
If you want a deeper breakdown of landing page structure and strategy, read the full landing page guide . For paid traffic specifically, see the Facebook ads for SaaS guide to make sure your ad-to-page message match is tight.
Start Optimizing
Bookmark this page and run through the checklist on your highest-traffic landing page today. Fix the first 5 gaps you find and measure the impact within 2 weeks.