Landing page conversion checklist.
Open your landing page next to this checklist and tick off what it already has. You get a score out of 24 and a clear picture of what to fix first before spending more on ads.
The 24-point checklist
Be honest — the score is only useful if it's true.
1. Hero section
2. Offer clarity
3. Call-to-action
4. Trust & social proof
5. Page speed
6. Mobile experience
7. Forms & checkout
8. Tracking
Your conversion score
Updates as you tick items off.
Start ticking the boxes to see your score and diagnosis.
Your answers stay in your browser — nothing is sent or stored.
How to interpret your landing page score
This checklist covers the eight areas that decide most landing page conversion rates: hero, offer clarity, call-to-action, trust, speed, mobile, forms and tracking. Each item is a yes/no fundamental — not a matter of taste.
What your score means
20–24 points: your page has the fundamentals; gains now come from A/B testing offers and creative. 14–19: solid base with clear leaks — fix the unticked items in the hero, CTA and trust sections first, since they carry the most weight. Below 14: improve the page before scaling ad spend; sending more traffic to a leaky page just buys more leaks.
Where to start fixing
Fix message match and headline first, then mobile and speed, then trust, then forms. Cosmetic redesigns rarely move conversion rates; clarity and trust do. And the tracking section matters even though visitors never see it — without event tracking, you can't know whether any other fix worked.
What to do next
Once the page converts, plan traffic with the Meta Ads budget calculator and measure the outcome with the ROAS calculator. Lead-based business? Put a number on each lead with the lead value calculator.
Landing page questions, answered
High-converting landing pages share the same fundamentals: a headline that states the value in the visitor's words, one clear call-to-action repeated down the page, proof that the offer works (reviews, results, logos), fast load times, a flawless mobile experience, and short forms that only ask for what is truly needed. Design polish helps, but message clarity and trust do most of the converting.
Across industries, median landing page conversion rates sit around 2–5% for e-commerce and 5–15% for lead generation. The spread within an industry is bigger than the spread between industries, which means the page itself — offer, clarity, trust, speed — is usually the deciding factor.
In order of typical impact: 1) message match — the page must repeat the promise of the ad the visitor clicked; 2) the headline and offer clarity; 3) mobile experience and load speed, since most paid traffic is mobile; 4) trust elements near the call-to-action; 5) form length. Fix in that order before testing colours or layouts.
Use Google PageSpeed Insights (free) and look at the mobile score and Core Web Vitals. As a rule of thumb, aim for Largest Contentful Paint under 2,5 seconds on mobile. Compressed images, modern formats like WebP, and few third-party scripts get most pages there.