Why Your Landing Page Matters
A high-converting landing page is one of the most crucial components of your online presence. It determines whether visitors turn into leads or bounce away. With so much information out there, it can be overwhelming to find a checklist that truly applies to your business—whether you’re a startup, a small business, or an enterprise.
At RB Creative Digital, we’ve put together the ultimate 25-point landing page checklist to ensure your page is optimized for maximum conversions.
25-Point Ultimate Landing Page Checklist
1. One Clear Call-To-Action (CTA)
Your CTA should be immediately noticeable and drive visitors toward a single, clear goal. Use action-oriented language like ‘Get Started’, ‘Download Now’, or ‘Sign Up’. Make sure the CTA button is contrasting in color and strategically placed where visitors naturally look.
Why this matters?
Your landing page should direct visitors toward a single, focused goal. If people see multiple options or confusing messages, they’re more likely to hesitate or leave.
Key Tips:
- Use action-oriented language like “Get Started,” “Download Now,” or “Sign Up.”
- Make the CTA button stand out with a contrasting color.
- Place the CTA where visitors naturally look (e.g., near headlines, at the center of the page).
This CTA works well for a few key reasons:
Clarity: It’s immediately obvious what you’ll get by clicking the button: free access. There’s no ambiguity about the next step—visitors know they can try the product without any upfront commitment.
Benefit-Focused: The word “Calm” is baked into the action, reinforcing the brand’s primary benefit (stress relief, relaxation, and better sleep). It reminds users what the app will help them achieve.
Low Friction: “For Free” lowers risk and invites visitors to test the app before paying, which can significantly boost conversions by removing the cost barrier.
Visibility: The button stands out on the page due to a vibrant, contrasting gradient. This visual emphasis helps guide the user’s eye to the CTA.
Overall, it’s a strong, well-positioned call to action that quickly communicates value and reduces hesitations.
2. Lead Capture Form
An effective lead capture form should request only the essential information to prevent drop-offs. If more information is required, use a multi-step form to break down the process. Ensure seamless integration with your CRM or email marketing tools to collect and manage leads efficiently.
Why this matters?
Capturing a visitor’s information is often the main goal of a landing page. Forms that are too long or ask for unnecessary details can drive people away.
Key Tips:
- Request only essential information (e.g., name and email).
- Use a multi-step form if you need more complex data.
- Integrate seamlessly with your CRM or email marketing platform for easy follow-up.
3. Strong Headline & Sub-Headline
Your headline is the first thing visitors see—it should grab attention and communicate value instantly. Keep it concise, compelling, and aligned with your offer. The sub-headline should expand on the headline, reinforcing the key benefits of your offer in a persuasive manner.
Why this matters?
Your headline is your hook. It must instantly convey the value or benefit visitors will receive. A sub-headline reinforces the promise you’re making.
Key Tips:
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- Keep your headline clear and compelling.
- Align your headline with your marketing campaign or ad copy.
- Expand on your headline’s promise in a concise sub-headline.
4. Value Proposition
What sets you apart from competitors? Your value proposition should clearly define how your product or service benefits the visitor. Use customer-centric language that highlights the unique solutions you provide.
Why this matters?
In a crowded marketplace, it’s crucial to explain what you offer and why it’s unique. A clear value proposition shows visitors exactly how you can solve their problem.
Key Tips:
- Highlight how your product/service benefits the visitor.
- Use customer-centric language (focus on “you” rather than “we”).
- Emphasize the distinct advantages over competitors.
This landing page’s value proposition immediately addresses a critical question many potential investors have—“Will I have enough money to retire comfortably?”—and offers a direct solution (the Personal Retirement Calculator). Here’s why it works so well:
Focus on a Specific Pain Point: By highlighting retirement savings and longevity concerns, the page speaks directly to a common worry for those planning their financial future.
Immediate, Practical Tool: The “Personal Retirement Calculator” promises fast, actionable insights rather than just abstract advice. Visitors know they can get a tangible assessment of their situation.
Empowering Messaging: The tagline “Your money, your goals, your way” emphasizes that the user remains in control of their finances and is simply leveraging Merrill’s expertise and tools to achieve personalized objectives.
Brand Credibility: Positioned under a reputable name, the page offers both familiarity and trust—key elements for anyone worried about their finances.
Overall, this value proposition is succinct yet powerful, demonstrating how Merrill can help visitors plan for retirement in a clear, user-centric way.
5. Bullet Points for Readability
People skim web pages rather than read them in detail. Use 3-5 bullet points to list key benefits and make your content easy to digest. Keeping sections concise helps enhance readability and engagement.
Why this matters?
Online users skim content, especially when deciding whether to stay or leave. Bullet points help them quickly understand the key benefits.
Key Tips:
- Limit bullet points to the top 3–5 highlights.
- Focus on benefits, not just features.
- Keep the wording concise and easy to scan.
6. High-Quality Visual Content
A picture is worth a thousand words. Include:
- A hero image that visually represents your brand or product.
- Product images, team members, or real-world application photos to build authenticity.
- If using video, make sure it’s high quality and engaging, and avoid autoplay to prevent user frustration.
Why this matters?
Images and videos can instantly communicate your brand’s tone and spark emotion, making your landing page more engaging and trustworthy.
Key Tips:
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- Use a hero image relevant to your offer or audience.
- Include real photos (product images, team members) to build authenticity.
- Use video thoughtfully—avoid auto-play features that might annoy visitors.
Visitors trust other people’s experiences. Include testimonials, case studies, client logos, and reviews to establish credibility. Trust badges and certifications (e.g., SSL security, BBB accreditation) reinforce credibility and reassure visitors.
Why this matters?
People rely on the experiences of others to judge credibility. Testimonials, reviews, and certifications reassure visitors that you’re legitimate.
Key Tips:
- Showcase testimonials or case studies with real names and photos if possible.
- Display badges such as SSL security seals or BBB accreditation.
- Include recognizable client logos if you’ve worked with well-known brands.
The social proof section on this Guideline landing page does an excellent job of reassuring prospects that they’re in good hands. Here’s why it works:
Prominent Metrics & Trust Signals
- 50K+ businesses and 1M+ savers immediately communicate a wide user base, indicating that Guideline is trusted by many.
- $15B+ invested for retirement underscores the platform’s credibility and the substantial financial responsibility it already handles.
- A Fast Company Innovation by Design Award further validates Guideline’s reputation for innovation and reliability.
Authentic Testimonial
- Featuring Veronica S. from Govig & Associates, complete with a photo and company name, adds real-world credibility.
- The quote “I haven’t thought about 401(k) in five months. It’s HR nirvana.” speaks to both the ease of use and the stress-free experience, effectively showing how Guideline resolves a major pain point.
- Clear Relevance
Both the testimonial and the stats focus on HR and retirement plan benefits—this ensures the social proof is directly aligned with the product’s key value proposition (an easy, affordable 401(k) solution).
Concise & Visually Appealing
By placing the metrics in bold text/icons and the testimonial under a real user’s photo, Guideline uses strong visual cues that are quick to scan and reinforce trust.
Overall, this social proof section provides a powerful mix of big numbers, authoritative recognition, and personal endorsement—making it extremely convincing for potential customers.
8. Mobile Optimization
Since over 60% of traffic comes from mobile devices, ensure your landing page:
- Loads quickly and smoothly.
- Has clickable buttons and easy-to-read text.
- Uses a responsive design that adapts to different screen sizes.
Why this matters?
The majority of traffic now comes from mobile devices. A page that’s clunky or slow on a phone will lose potential conversions fast.
Key Tips:
- Use responsive design to adapt to different screen sizes.
- Optimize images and code for faster loading.
- Keep buttons large and text easily readable.
9. Business Contact Information
Displaying contact details builds trust. Ensure your landing page includes:
- Business name and address.
- Phone number and email.
- A contact form or chatbot for quick inquiries.
Why this matters?
Transparent contact details increase trust. Users want to know there’s a real company behind the landing page.
Key Tips:
- List your business name, address, and phone number visibly.
- Offer an email or contact form for direct inquiries.
- Include live chat or a chatbot if you can provide timely responses.
10. Privacy Policy & Terms of Service
Most advertising platforms require a privacy policy and terms of service link. Make them accessible in the footer to ensure transparency and compliance.
Why this matters?
Compliance with advertising platforms and privacy regulations is essential. Plus, visitors want to feel secure about how their data is used.
Key Tips:
- Place links to these policies in the footer.
- Ensure they are easy to read and up-to-date.
- Follow GDPR or other relevant data protection guidelines if applicable.
11. Google Analytics & Conversion Tracking
Set up tracking tools to measure performance:
- Google Analytics for visitor behavior insights.
- Google Tag Manager for managing tracking codes efficiently.
- Facebook Pixel & Google Ads conversion tracking for retargeting campaigns.
Why this matters?
Without tracking, you can’t measure the effectiveness of your landing page or know which campaigns are performing best.
Key Tips:
- Install Google Analytics to monitor visitor behavior.
- Use Google Tag Manager for streamlined code management.
- Add Facebook Pixel or Google Ads conversion tracking for retargeting.
12. A/B Testing for Optimization
Continuously test and refine your landing page elements, including CTAs, images, copy, and layouts. A/B testing different versions will help identify what drives the highest conversion rates.
Why this matters?
Assumptions don’t always align with reality. Split testing different versions of your page elements can reveal surprising insights.
Key Tips:
- Experiment with CTA text, colors, and placement.
- Test different headlines and sub-headlines.
- Monitor results methodically and keep the winning variations.
Eliminate unnecessary global navigation, external links, and sidebars to keep visitors focused on converting. A clean, distraction-free design improves engagement and conversion rates.
Why this matters?
A landing page should serve one main purpose. Extra links or navigational elements tempt visitors to wander off instead of converting.
Key Tips:
- Eliminate site-wide navigation bars when possible.
- Avoid clutter in your page layout.
- Keep the focus on the primary offer and CTA.
14. Page Speed Optimization
A slow page can lead to higher bounce rates. Improve speed by:
- Compressing images and optimizing code.
- Minimizing unnecessary scripts and plugins.
- Using fast, reliable hosting and caching.
Why this matters?
Slow load times frustrate users and increase bounce rates. Speed is also a factor in search engine rankings.
Key Tips:
- Compress images and minimize code bloat.
- Use reliable hosting and caching solutions.
- Limit the use of heavy scripts or plugins.
Despite featuring a video, radubalas.com still achieves a perfect 100 score on PageSpeed Insights, demonstrating that high-performance design and rich media can go hand in hand. Here’s why it succeeds:
Optimized Video Delivery
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- Lazy Loading: Ensures the video doesn’t start loading until it’s in (or near) the visible area of the screen, reducing initial page weight.
- Efficient Compression/Formats: Using modern video codecs (like H.264/HEVC or VP9) helps keep file sizes down without sacrificing quality.
Lean Code & Fast Server Response
- Minimized CSS/JS: Streamlined stylesheets and scripts remove unnecessary overhead.
- Caching & CDN: Serving assets via a Content Delivery Network and leveraging browser caching drastically cuts down on load times.
Responsive, Efficient Media Handling
- Appropriately Sized Images: Ensures images are properly scaled for the user’s screen, preventing wasted bandwidth.
- Prioritizing Above-the-Fold Content: Ensures the most critical content loads first, keeping the Time to First Contentful Paint (FCP) low.
Optimized Rendering Path
- Minimal Render-Blocking Resources: Critical CSS is inlined or minimized, while non-critical scripts are deferred or loaded asynchronously.
- Quick DOM Construction: A well-structured HTML document helps the browser parse and render quickly.
Server & Hosting Quality
- Fast, Reliable Hosting Environment: Ensures swift server responses.
- Use of HTTP/2 or Higher: Improves how data is transferred between the server and client, reducing latency.
By focusing on these core optimizations, radubalas.com demonstrates that it’s possible to include engaging visuals like video while still delivering lightning-fast page speeds and a great user experience.
15. Consistent Branding & Design
Your landing page should match your website’s branding, style, and tone. Use consistent:
- Colors, fonts, and visuals to reinforce brand identity.
- Contrasting elements to improve readability and CTA visibility.
Why this matters?
Consistency breeds familiarity and trust. A consistent look and feel across your marketing channels reinforces brand identity.
Key Tips:
- Match colors, fonts, and visual elements to your main website.
- Keep the tone of voice consistent with your brand’s style.
- Make sure the CTA stands out while still maintaining brand coherence.
16. Simple, Clear Forms
A long, complex form can deter users. Ensure:
- Forms only ask for essential information.
- A clear, concise explanation of the value users receive.
- Smart autofill and real-time validation to improve usability.
Why this matters?
Forms can be a roadblock if they’re too complicated. Every extra field risks losing a potential lead.
Key Tips:
- Only ask for the information you truly need.
- Provide context for why you need each piece of data.
- Use real-time validation to prevent user errors.
17. Exit-Intent Popups
Use exit-intent popups to capture leads before they leave. Offer discounts, free guides, or limited-time offers to retain visitors and increase conversions.
Why this matters?
Before a visitor leaves, you have one last chance to capture their interest. Exit-intent popups can offer a valuable incentive to stay or subscribe.
Key Tips:
- Offer discounts, free guides, or exclusive deals.
- Keep the popup design clean and not overly intrusive.
- Make it easy to close the popup to avoid negative user experiences.
This ConvertFlow pop-up is a prime example of exit-intent done right—here’s why it’s effective:
Timely Engagement
- It appears just as you’re about to leave, giving ConvertFlow one last chance to pique your interest rather than letting you exit empty-handed.
Compelling Social Proof
- Leading with “Join 20,000+ other conversion marketers” instantly communicates credibility and a thriving community. It shows that many peers already find value in this content.
Clear Value Proposition
- The pop-up promises “the best conversion marketing posts, podcasts, threads & campaign ideas” delivered weekly. Visitors see exactly what they’ll get by subscribing.
Friendly, Reassuring Tone
- Phrases like “No spam, only quality content,” and “Unsubscribe any time” help overcome potential hesitations and show respect for the subscriber’s inbox.
Concise Call to Action
- A single, prominent button (“Join the club”) simplifies the decision. It’s action-oriented yet casual enough to feel inviting, not pushy.
By mixing social proof, a clear offer, and reassurance about quality and frequency, this exit-intent pop-up can successfully capture leads who might otherwise bounce.
18. Clear Next Steps After CTA
Avoid leaving users wondering what happens next. Clearly outline:
- Confirmation messages or thank-you pages.
- Email follow-ups with additional details.
- Instructions for onboarding or next steps.
Why this matters?
Even after clicking “Sign Up” or “Download,” your job isn’t done. Users need confirmation and guidance on what to do next.
Key Tips:
- Display a thank-you page or confirmation message.
- Send an immediate follow-up email or instructions.
- Provide a clear path for onboarding or additional resources.
19. Dedicated Landing Pages for Different Campaigns
Each traffic source deserves a custom landing page to ensure message alignment. Create:
- Unique landing pages for PPC ads, email campaigns, and social media promotions.
- Messaging tailored to specific audience segments.
Why this matters?
Each audience segment or ad source may respond better to tailored messaging. A generic approach can dilute your conversion potential.
Key Tips:
- Create unique pages for PPC, social media ads, or email campaigns.
- Align the landing page copy with the specific offer or audience pain points.
- Track each page separately to see which campaign performs best.
20. Urgency & Scarcity Tactics
Encourage immediate action by:
- Displaying countdown timers for limited-time offers.
- Using low-stock indicators (e.g., “Only 3 spots left!”).
- Highlighting exclusive deals for first-time visitors.
Why this matters?
People are more likely to take action if they sense a limited-time opportunity or a dwindling supply.
Key Tips:
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- Use countdown timers for flash sales.
- Highlight limited availability (e.g., “Only 5 seats left!”).
- Don’t fabricate urgency—be honest to maintain credibility.
21. Message Match Between Ads and Landing Page
Ensure that ad copy and landing page messaging are aligned. Visitors should immediately see a clear connection between what they clicked on and what they see.
Why this matters?
If there’s a disconnect between the ad someone clicks and the landing page they see, trust plummets and bounce rates rise.
Key Tips:
- Use similar headlines and visuals to those in your ads.
- Keep the tone and offer consistent.
- Reinforce what was promised in the ad right away.
22. Secondary Descriptions for Clarity
A well-crafted secondary description can enhance your headline, reinforce your message, and draw visitors in further.
Why this matters?
Some visitors may need just a bit more context. A short, secondary description can answer key questions and reinforce your main point.
Key Tips:
- Keep it brief and to the point.
- Use a slightly smaller font than the main headline.
- Ensure it complements, rather than repeats, the headline message.
23. Multiple Contact Methods
Different users prefer different ways to reach you. Offer:
- Phone, email, live chat, or WhatsApp support.
- A dedicated FAQ section to answer common questions.
Why this matters?
Not all visitors prefer email or phone calls. Offering multiple ways to reach you increases the likelihood of engagement.
Key Tips:
- Provide live chat, phone, and email options.
- Add WhatsApp or other messaging apps if they fit your audience.
- Include an FAQ section to cover common questions.
24. Remove Extraneous Links to Reduce Distractions
Keep the focus on conversions by eliminating unnecessary links that could lead visitors away from your landing page.
Why this matters?
Similar to removing navigation, extra links anywhere on the page can pull visitors away from the main conversion goal.
Key Tips:
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- Carefully audit your page for unnecessary outbound links.
- If you must include links, open them in a new tab.
- Keep the user flow streamlined and goal-oriented.
25. Use Lightboxes for Extra Information
Rather than redirecting visitors, use lightboxes to display extra information such as pricing details, FAQs, or product comparisons.
Why this matters?
Redirecting people to another page can disrupt their journey. A lightbox allows you to present additional details without losing them.
Key Tips:
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- Display pricing info, FAQs, or product comparisons in a pop-up.
- Ensure the lightbox closes easily to return to the main page.
- Keep lightbox content concise and relevant.
Frequently Asked Questions (FAQs)
Q.1 What is a landing page?
Answer: A landing page is a standalone web page created specifically for marketing campaigns. It’s designed to capture leads or drive conversions through a focused call to action (CTA).
Q.2 Why is a landing page important?
Answer: Landing pages help businesses generate leads, increase conversions, and improve ROI by keeping visitors focused on a single action, rather than distracting them with multiple links or options.
Q.3 What makes a landing page high-converting?
Answer: A high-converting landing page includes:
- A clear headline that grabs attention.
- A strong value proposition.
- Engaging visuals and a clear call-to-action (CTA).
- A simple lead capture form.
- Trust indicators like testimonials and badges.
Q.4 How do I optimize my landing page for mobile users?
Answer: To ensure your landing page is mobile-friendly, follow these tips:
- Use a responsive design that adapts to all screen sizes.
- Keep CTA buttons large and clickable.
- Compress images to improve page load speed.
- Reduce the amount of text for easier readability.
Q.5 Should I remove the navigation bar on my landing page?
Answer: Yes! Removing the navigation bar and other unnecessary links helps keep visitors focused on the primary CTA, reducing distractions and improving conversion rates.
Final Thoughts
By following these 25 landing page best practices, you can dramatically increase your conversion rates. At RB Creative Digital, we specialize in building high-converting landing pages tailored to your brand and audience. Need a landing page audit or a custom-built page? Contact us today!
