Think your landing page is top-notch? Think again. Many marketers run campaigns that miss the mark, but it doesn’t have to be this way. The Unbounce landing page checklist is here to help. This handy tool lets you assess your landing page’s effectiveness by ticking off everything you’re currently doing. As you check items off, your score adds up, giving you a clear picture of your page’s performance.
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the “The 2018 Marketer to Watch,” in the under 46 category, by his mother.
Banafshe is a writer and creator who loves long walks on the beach (kidding?). When she’s not selling you on her puns or her pop-culture analogies, she can be found at the busiest intersection in her city with her headphones. Which are totally not falling apart.
You think your landing page is top-notch, right? Maybe. Perhaps. Probably not. It’s easy to run a marketing campaign that doesn’t deliver the results you’re hoping for. But it doesn’t have to be that way.
Admitting you need help is the first step towards making your page better. Landing page optimization can be limitless (or at least, you’d have about 101 items to address), but where can you get started without getting entirely overwhelmed?
Using the Unbounce landing page checklist
To find out how good your landing page is, check off everything you are currently doing (hopefully it’s a lot). This landing page checklist shows you how good or bad your page is, and after you’re finished you can make a to-do list from the remaining items.
Before we jump in, here’s a little rule to follow:
If the item doesn’t apply to you (e.g. it mentions video or a form when you don’t have one on your page), then give yourself the point anyway.
Now, let’s get into it.
1. Does your landing page headline match the message on your ads?
A wise man once said:
“If the ad copy doesn’t match the message on your landing page, you’re disrespecting the click.”
And we couldn’t agree more.
Any good landing page has one thing going for it: message match, aka a measure of how well your landing page copy matches the phrasing of the ad or link that brought the visitor there.
It’s a pretty simple problem to find, and a pretty easy fix. Make sure to keep that sense of consistency for your audience.
Psst:. For help aligning your ad and landing page copy, try your hand at Unbounce’s landing page copy generator, which helps you write all the copy you need to create landing page variants in a snap.
2. Is your landing page messaging focused on a single purpose?
In other words, does your landing page have the focus necessary?
Landing pages are meant to be specific. If you give visitors too many options, they will often choose none. We just know the human brain, okay?
Think of it as a focused beacon guiding visitors to a single destination—whether it’s signing up for a newsletter, downloading an ebook, or making a purchase. Keep your messaging concise, your design sleek, and your call-to-action irresistible. With a laser-focused approach, your landing page will become a powerhouse of persuasion, effortlessly converting visitors into loyal customers.
3. Could a stranger understand the purpose in five to ten seconds?
Your landing page should have one clear purpose: to captivate your audience and drive them towards action. By checking if your purpose is landing in mere seconds, you’re really checking if your landing page has the right focus (see #2 on the checklist.)
4. Is it clear who your company is and what you do?
Is your brand shining like a beacon in a sea of digital noise? When visitors land on your page, do they immediately see your logo and do a little happy dance when they read your tagline? Or are they left scratching their heads, wondering, “Who are these mystery folks and what exactly do they do?”
If your logo and tagline aren’t doing the hustle and making your brand identity crystal clear, it’s time to bust out the cape and give ‘em the superhero treatment they deserve. In this case, your brand’s “cape” is your logo and tagline.
Have a hard time thinkin’ up taglines on the spot? No worries, try out our tagline generator tool and create catchy taglines in mere seconds.
5. Do you have a simple secondary description to enhance the headline?
Looking to give your headline an extra oomph? A simple secondary description can do wonders. Whether it’s adding a touch of flair or clarifying your message further, a well-crafted secondary description can enhance the impact of your headline and draw your audience in even more.
6. Does your landing page describe the benefits of your product/service?
What value is your offer giving to your visitors? Your landing page needs to, again, focus on that value. Once the value of your product or service lands, you’re much more likely to see your conversion rates soar. So, is your value ultra-specific? Are you communicating the details of your offer—the precise benefits someone will get? Maybe you need an AI copy generator to give your writing a boost.
7. Are you using a relevant and original main image or video?
It’s time to retire Unsplash. No one thinks that photo is actually your team. No one. Why not use an actual photo of your team? Or better yet, one of your customers? No matter what you choose (it could still be a stock image, but just a really good one), you should use images that add value to your landing page, instead of just taking up space.
8. Does your page message have the clarity of a 30-second elevator pitch?
Read out your page copy to someone and see if they understand it. If someone skims your landing page and can’t figure out what your value proposition is within a few seconds, they’re gonna bounce. Make sure it’s clearly communicated at the top of your page (usually in your headline and secondary description) and reinforced throughout the rest of your copy.
9. Is your primary headline phrased to answer the question “What is this page about?”
If someone skims your landing page and can’t figure out what your value proposition is within a few seconds, they’re gonna bounce. Make sure it’s clearly communicated at the top of your page (usually in your headline and secondary description) and reinforced throughout the rest of your copy.
10. Have you removed extraneous links (like the global nav) to reduce page leaks?
The trouble with leaving these links on the page is that it allows visitors to become distracted from the goal of the page. Maybe they were just about to sign up for the free trial, but instead they click on your “features” link and get lost in the rest of your site.
The point is to eliminate as many “leaks” as you possibly can on your landing pages. Keep people focused and you will see higher conversion rates.
11. Does your landing page explain how your product/service is unique?
Think of your value prop like an elevator pitch. It’s a short statement that instantly tells people what your offer is and what makes it unique, refined to appeal to a specific kind of person and motivate them to take action.
So does your value proposition present your offer differently than what visitors have seen before from your competitors?
12. Did you resist asking for any unnecessary information in a form?
Be completely honest, is it because it’s bad? Think of every landing page as a transaction—both you and your customer should get something out of it. If you’re asking your customers for too much work through your lead gen form, they’ll turn that deal down.
So, how do you craft a lead gen form that encourages visitors to finish it? You have two options:
Use only a few fields on your form.
Guide your visitors through your form with the breadcrumb technique. (More on this later.)
13. Do you explain the value or size of your lead gen giveaway?
Be sure to provide clear details about the value or scale of your lead generation giveaway (if you have one.) This could include specifics such as the discount amount, the number of pages in an ebook, or the monetary value of the offer. Offering transparent information about the tangible benefits your audience will receive can significantly enhance the appeal of your giveaway and increase its perceived value.
14. Do you provide examples of previous customers using or complimenting your product/service? (Testimonials and other trust factors)
Social proof is evidence that shows people approve of your product or service. This can include reviews and testimonials, social media support and mentions, and case studies.
Remember, a landing page is like your elevator pitch: If you plan on using social proof here, you’ll need to make a big impression—fast.
15. Do you offer multiple contact methods?
Offering multiple communication channels—such as phone, email, and live chat—on your landing pages ensures that visitors can easily reach out to you using their preferred method, enhancing the accessibility and responsiveness of your business. This also shows your commitment to customer service and makes it easier for visitors to connect with you.
16. Do you make it clear what the visitor will receive by clicking your CTA?
Be specific. Tell visitors exactly what’ll happen when they click your call to action. Respect their expectations and manage any anxiety they may have by describing exactly what’s on the other side of that button or form. Simple.
17. Does your landing page appear to be professionally designed?
In other words, is your landing page designed within a conversion-centered framework? Does it have focus, structure, and consistency? Does it draw attention to itself, use social proof, and make converting as easy as can be? If so, you’re all set.
18. Does the design of your landing page match the visual style of your ad creative?
It’s the same idea of message match, but not only when it comes to the words.
Having the visuals of your ad be echoed on your landing page adds a positive effect to the visitor’s experience, creating consistency and, once again, upholding your brand’s promise.
19. Does the design match the style of your main website or brand?
Extending beyond just the message match, your landing pages should feel like an extension of your website and brand, and not a totally random third thing. This means following the same brand guidelines for design and copy that you would anywhere else. (Only relevant if you will end up there after clicking the CTA.)
20. Do you use lightboxes to show extra information without leaving the page?
A lightbox in a landing page is a pop-up window that appears when triggered by an action like clicking a button. It displays additional content without redirecting the user to a new page. They’re pretty darn useful, so are you using ‘em?
21. Do you provide a privacy or terms and conditions statement?
It’s a trust thing.
Including a privacy policy and terms and conditions statement (or a link on your landing page) provides transparency and reassurance to visitors. It shows that you value their privacy and adhere to legal standards. Another obvious bonus is that having these statements or links can help mitigate potential legal issues. You don’t want those.
22. Are you providing a sample (preview of the first chapter, etc.) of your giveaway, if applicable?
Providing a sneak peek allows potential leads to get a taste of the value you’re offering, enticing them to opt in for the full giveaway. It’s a great way to showcase the quality of your content and increase the perceived value of your offer.
23. Do you show certifications or logos of partners/affiliates/security registrations (like Verisign)?
Displaying these symbols of trust and credibility can reassure visitors about your business’s reliability and legitimacy. It helps build confidence in your brand and encourages users to engage with your offerings.
24. Are your claims and facts verifiable?
Can you back up the benefits and values of your product or service? If you’re making claims on your landing page, they better come to fruition once any visitor converts.
25. Do you repeat your offer in the form area on your landing page?
This has multiple benefits: It reinforces the purpose of the form, increases clarity by reminding visitors of the value exchange, encourages conversions by keeping the offer top of mind, and provides context for users as they fill out the form.
26. Do you use visual cues (like graphical arrows) to direct attention to CTA?
Visual cues like eye direction or arrows on your landing page direct attention to the call to action (CTA), ensuring it stands out, creates urgency, and simplifies navigation, ultimately boosting conversion rates.
You can use this strategy on a landing page to direct your visitor to your headline or your CTA button.
27. Is the CTA large enough to stand out from 6ft away?
Your CTA button (and font-weight) should be about twice the size of your body copy in order to draw attention. Ideally, you want it to be the second thing visitors look at after reading the headline of the section.
28. Does the CTA use contrast to stand out from the rest of the page?
Use your design to draw attention to the elements that matter most by employing contrast. The CTA button effects you use (like gradients, bevels, and drop shadow) matter in creating the contrast you need for your CTA to stand out.
29. Is your CTA in a prominent position near the top of the page?
You need to have one CTA “above the fold” to quickly grab visitors and get them to take your desired action. If your page involves a fair bit of scrolling, you may want to include more CTAs as regular reminders for visitors about the next step. (Be wary, though—add too many, and you’ll just seem pushy.)
30. Are you including a link to your privacy policy next to the email field of your form?
Including a privacy policy link next to the email field of your form on your landing page is essential for transparency, compliance, and building trust. A no brainer to include.
31. Are you using your confirmation page to provide the new lead with further instructions?
You shouldn’t abandon your newly converted customer. Instead, provide them with more reasons to get involved and build trust (“Share this page”, “Follow us”, “Download this extra free ebook”, “Register for this webinar”.) You can do this through a confirmation page or thank you page.
32. If your offer is time limited, do you make this clear for the sake of urgency?
The time limitation of your offer comes with an innate sense of urgency, so if your visitors are not feeling that urgency while interacting with your landing page, something is wrong. Make sure you’re motivating visitors to act quickly before the opportunity expires by using clear copy and design elements that all point to this limited time offer.
33. Are you creating a separate landing page for each inbound source (email, social, PPC) to see which gets you the most conversions?
Creating separate landing pages for each inbound source is like having different fishing rods for various types of fish—it helps you reel in the big catch by knowing which bait works best for each type of fish (or in this case, audience).
34. Do you use a separate landing page for every promotion/campaign?
Using a separate landing page for every promotion or campaign allows for targeted messaging and tracking. This way, you can ensure that each of your campaigns is optimized for maximum effectiveness.
35. If you use video, have you set it up for user-directed playback (vs. autoplay)?
In this day and age of endless content, having to sit through a video on autoplay is a nuisance (not to be too dramatic, but this blog is written by Zillennial.)
By setting up video for user-directed playback rather than autoplay on a landing page, you ensure a more user-friendly experience that respects visitors’ preferences and autonomy. This means better retention rates and improved conversion potential.
When you think about it, everything on your landing page should be there to convert visitors. If you’re going through the trouble of adding video content to your landing page, make it count by ending your landing page video with a call to action to capitalize on viewer engagement and prompt immediate action.
37. Have you limited the number of CTAs on your page?
CTAs are powerful tools, so we must be discerning with how much we use ‘em. On a typical landing page, only a couple of CTAs should do the job. If your landing page is on the longer side, a CTA at the end of the page also serves as a good reminder to act. But please, for the love of all that’s holy, no more than that.
38. If you are getting people to sign up for a webinar, are you providing social proof?
Hosting webinars is exciting, trust us, we know. But you want to make sure the excitement isn’t just internal and actually catches on. You can do this by including some social proof on your page, showing the number of registrants, testimonials, or the credibility of your webinar speakers.
39. Is your exit popup window relevant to your page?
If you use exit popup windows, only add this as a score if they offer something of value that’s relevant to your landing page, and don’t use manipulation to encourage the click (for example, making someone click on a link that says “That’s okay, I like crappy conversion rates.”). It’s not delightful, and you can do better.
Speaking of popups that are intentional… with Unbounce popups and sticky bars, you can present relevant offers and nudge more visitors to convert.
40. Are you A/B testing your landing pages?
You should be. With marketing budgets tightening and paid clicks becoming pricier, proving the effectiveness of your advertising spend is crucial. A/B testing offers a solution by identifying the top-performing content variant, optimizing marketing impact and minimizing costly mistakes in a competitive landscape.
41. Are you developing a hypothesis for your next test?
Now that we know you’re A/B testing (right?), it’s time to test different theories based on the data you gather. Whether it’s seeking feedback from your customers or doing a more granular CRO audit, this item should be on your checklist.
42. If you have a multi-step process (sign-up, etc.), do you make it clear to visitors?
In some (romantic) instances, breadcrumbing has a bad connotation. Not when it comes to your landing page forms, though.
By increasing the amount of steps and the amount of form fields, you could actually increase conversion rates. Adding more of the right form fields can help ease conversion anxiety. When done correctly, this tactic can take your free quote/lead generation landing pages to the next level.
43. Have you optimized your landing page to get a paid search quality score above 7?
Quality score is an approximation of your keywords’ and ads’ relevance to your target audience. It’s usually represented in the ad platforms as a number from 1-10. You wanna land somewhere between 7 and 10 for optimal results.
Using dynamic text replacement to improve your quality score is a good idea. This helps you improve relevance and page speed to create lightning-fast experiences.
44. Have you tested the length of your landing pages?
Here’s a solid idea for an A/B test. Test out a shorter landing page vs. a longer landing page to see how much information your visitors need to convert. Are you providing more information than you need to? Or not enough? Only one way to find out.
45. Does your landing page follow the principle of unity?
What’s the principle of unity, you ask? It’s where every element of your landing page is focused on explaining a single concept. It goes back to that singularfocus you want your landing page to have. Every element of your landing page should lead to one thing. Well, is it?
46. Have you Krug’d your landing page?
A wise man by the name of Steve Krug, author of the book Donʼt Make Me Think, once said that you should cut your copy in half and then throw away half of what is left. And thus, Kruging was born.
Keep your landing page short and sweet. Although there are occasionally applications for long-form landing pages, 99% of landing pages benefit from going shorter. Remove 50% of the copy, then delete half of what’s left. This way, you’re ensuring maximum clarity.
47. Is your form copy clear?
Your form copy isn’t exempt from the same set of rules that your landing page CTA copy has to follow. Make sure that your form CTA button is clear. It better not say “Click here” or “Submit.”
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48. Does your form stand out as the most important part of the landing page?
Think back on the idea of contrasting. Your form is on your landing page for a very important reason, because you want folks to click on it. So to make it abundantly clear, you should use a colored background box to make it stand out. Just a suggestion (but seriously, do it.)
49. And finally, have you ever used Unbounce? (Had to ask.)
Now that we’ve made it to the end of this comprehensive landing page checklist, we’ve gotta know: Are you using the Unbounce landing page builder to build, test, and optimize your landing pages? (It’s never too late to start.)
So, don’t be shy, what’s your score on this landing page checklist? Don’t worry, no matter where you score across the board, there’s always room for more optimization and improvement. Take the items you didn’t score points for and use them as your to-do list.
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Be honest, are you here because you wanted all the information possible before jumping into building your landing pages? The next step is easy. Get a quick start with Unbounce’s ready-to-use landing page templates and start converting more visitors to customers today.
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