Landing Page Optimization Checklist

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Your website has a valid SSL certificate that isn't self-signed

Self-signed SSL certificates aren’t as robust as their counterparts. Thus, a self-signed certificate may cause your website to be flagged by browers as unsafe.

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Your website has an accurate and well-written Cookie Policy

Having a poorly written or inaccurate Cookie Policy could lead you to infringe digital regulations, such as GDPR.

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Your website has an accurate and well-written Privacy Policy

A well-written privacy policy can help you avoid legal issues and offer transparency to your users.

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Your Cookies Policy and your Privacy Policy are available on your website and linked in your footer

It’s important to be clear and upfront when it comes to cookies and the privacy policy on your landing page. They should always be easily available and transparent.

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You have a Cookie notice that's compliant with your local laws

Having a cookies compliance system that’s in line with local regulations can help you avoid penalties and operational restrictions.

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All the visual content you're using is properly licensed

Having properly licensed images in your landing page will prevent licensing issues that may result in your page being taken down.

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All your website's fonts are properly licensed

Likewise, you should make sure your fonts are not infringing intellectual property rights.

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Your landing page's HTTP version redirects to your HTTPS version with a permanent (302) redirect

Redirecting the HTTP version of your landing page to the HTTPS version with a permanent (301) redirect is vital for security and SEO. It ensures encrypted connections, builds trust, and avoids duplicate content issues, while also improving search engine rankings and user experience.

Performance

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Your website delivers its heaviest assets through a CDN (such as Cloudflare)

Using a CDN like Cloudflare for your website's heaviest assets improves loading times, user experience, and scalability. It reduces latency, protects against attacks, and optimizes server performance, resulting in faster, more accessible, and secure websites.

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When you run a Google Lighthouse test, Largest Contentful Paint is 2 seconds or below

Your Lagest Contentful Paint is the metric that determines how long it takes for the largest above the fold element to load on page. Keeping it under 2 seconds is very imporntant because having a greater load time could lead to a drop of about 25% in conversion. Besides, an LCP is below 2 seconds improves greatly the user experience.

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When you run a Google Lighthouse test, your First Input Delay is below 100 MS

This is important because a delay of over 100MS can cause a drop of 7% in the conversion rate.

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When you run a Google Lighthouse test, your Cumulative Layout Shift is below 0.1

Having a Cumulative Layout Shift (CLS) below 0.1 is important to ensure a positive user experience. CLS measures how much the page layout shifts during loading, and a high CLS score can cause confusion and frustration for users. A low CLS score means content remains stable during loading, leading to a better user experience.

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All images are either SVGs (for logos & simple shapes) or .WebP

SVG images are smaller in file size than raster formats, and WebP images use advanced compression techniques for smaller file sizes, both reducing image load time and improving website performance.

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All imported javascript has "async" or "defer" in its opening <script> tag

By using "async" and "defer", you can improve the perceived page load time, reduce the number of blocking resources, and improve the user experience. However, it is also important to test and ensure that the behavior of your page is not adversely affected by the use of these attributes.

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Google Analytics's properly connected

GA is going to be your primary source of information about the landing page’s activity. From traffic volume to average time on page, it’s all there, for free. So make sure GA is properly connected to your website.

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Google Search Console's properly connected

GSC will give you key insights about your website’s organic positioning and performance.

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There are Google Analytics events set-up to track individual CTA performance

Having Google Analytics events set-up will allow you to track the performance of each individual CTA, either primery or secondary. It will also allow you to track microconversion and secondary actions.

Copy & storytelling / Hero section

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Your hero section includes some social proof (client logos, review site score)

Client logos will make your potential client know if they are a fit with you or not, mainly because they can see themselves in them. Something similar happens with review site scores. This is why up to 74% of landing pages use client logos as part of their design.

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You have no secondary CTAs - or just one, and it's not as predominant in the visual hierarchy as your primary CTA

A secondary CTA might be useful in some cases, but it is not advisable most of the time because it’s distracting from the main CTA. If you want to implement a secondary CTA, make sure its lower in the visual hierarchy than your primary CTA.. Bear in mind that adding multiple offers (CTAs) could lower your conversion rate, sometimes up to 266%.

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You have one primary CTA, leading visitors (especially returning ones) to fast conversion

Very much in line with the point of having a primary CTA at the end of the content, having a primary CTA that helps returning visitors to convert faster can ramp up your conversion rate by up to 20%.

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Your hero section has a powerful H1, focusing on one key benefit, goal or pain point

An H1 that focuses on a key benefit, goal, or pain point, instantly draws the reader into the content. It’s a powerful hook - as long as it resonates with your reader.

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Your hero's subheading provides extra context and some details, helping your target user understand if what you're offering is right for them

Not having an optimized subheading that matches what is offered on the page could lead to visitors leaving your site in a matter of seconds.

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Your hero section's H1 is relevant to your unique value proposition

As the first block of content that the reader will encounter, your hero section’s H1 must be optimized and relevant to your value proposition.

Copy & storytelling / Tone & focus

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There's a FAQs section at the bottom of the page, covering relevant user questions (and providing some extra value)

You may find some recurring questions when selling your service/product. It’s always a good idea to compile them as FAQs because you will provide the answers to these recurrent questions and the space to add something extra (for instance, links to a blog)

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After covering all your bases (pain points, features and benefits, testimonials), you provide a main call-to-action.

Providing a clear CTA at the end of your content will allow you to convert faster and will assure you that those who are interested in your product convert immediately. Pages that feature a personalized CTA after covering their bases increased their conversion chances by 202%.

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You have a "testimonials" section - Ideally, with user pictures

Testimonials give you credibility and help users compare you to the competition. Approximately 80% of SaaS companies feature testimonials on their landing page.

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Your landing page outlines features and benefits as soon as the user scrolls down from your hero section

Keeping your reader engaged is key when it comes to your copy. So, the best course of action is to answer the most immediate question they could have. In this case, the features and benefits of your product/service.

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You're targeting a very specific need and user group - you're not trying to engage everyone and see who sticks

Trying to appeal to a generic audience and bombarding them with information is a waste of resources: you won’t be able to meet everyone’s expectations. Work with a specific buyer persona in mind and design your landing page just for them. Want to appeal to a wider audience? Create other landing pages or resources, but keep one landing page for each user profile or need.

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You're using connectors as the first word in some of your sentences

Connectors keep the reader engaged because they bridge the ideas from one sentence to the other making your content easier and faster to read.

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All your copy is finetuned for your target group

Writting content tailored for your buyer persona is key to actually engaging with your target group and gaining their interest.

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You're using informal connectors (plus, and, but)

Very much in line with the use of contractions, use informal connectors to make your copy feel conversational and relaxed.

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You're using the second-person (you, you’re, your…)

Using the second person in your copy makes the reader feel engaged. Talking too much about your product without connecting it to your user’s needs will result in copy that feels cold and irrelevant.

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You're asking rhetorical questions

Rhetorical questions captivate readers and simulate an interactive experience. They engage and persuade by provoking a desired response, drawing attention to key points, and encouraging users to explore further, increasing conversion potential.

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You're affirming more than you're denying

Using negative language may defer some users from engaging with your landing page. It’s okay to be clear about users’ pains, but don’t forget to think positive and reinforce the fact that you’re offering a solution.

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Most of your sentences are using active voice

Using active voice helps people picture themselves taking action, so it's no surprise that it's considered so important in marketing copywriting. After all, when you write your page copy, you want it to convert. So write most of your copy using active voice to engage your audience.

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You're using contractions (you're, we're...) to make your copy feel conversational

Using contractions in landing page copy creates a conversational tone that resonates with readers, making the content more relatable and engaging. It helps establish a personal connection, increasing the likelihood of user interaction and conversions.

Copy & storytelling / Accessibility

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You’re using jargon in a way that matches how your customers communicate

Your copy should be easy to understand for people who may not know what you are talking about, but need your service/product regardless. Easy-to-read copy can boost your conversion rate by 85%. However, for some niches, using jargon creates a sense of understanding and identification, while improving clarity.

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Your sentences are short and one directional

These types of sentences allows for easy scanning, promotes clarity, and helps deliver information efficiently, keeping readers engaged and focused, increasing the effectiveness of the message.

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Your paragraphs are short

Short paragraphs are important because they make the content easily readable and keep the reader engaged.

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You're using bullet points and numbered lists

Bullet points and numbered lists allow you to make content that is easy to scan through, to convey specific information from complex topics easily, keep your audience’s attention, and also to communicate more without overwhelming your reader.

SEO

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The page's designed to target a specific keyword with a well-defined intent (focus keyword)

It ensures alignment between search queries and page content, boosts relevancy in search results, attracts qualified traffic, improves conversions, and provides a clear and tailored experience for users seeking information or solutions related to the targeted keyword.

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There's only one H1 and it features the focus keyword in a relevant & engaging way

It’s always important to use your focus keyword in each section, and your H1 is no exception to that rule.

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Each section has an H2 title, which targets a specific user need (and includes a related keyword)

It enhances readability, helps users quickly identify relevant content, improves SEO by signaling the page's relevance to search engines, and increases the likelihood of satisfying user intent, leading to higher engagement and conversions.

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Frequently asked questions target genuine user questions

Answering actual questions in your FAQs section can drive not only more traffic to your landing page but also more qualified leads.

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The copy flows naturally, including keywords only when relevant

Keyword stuffing is an outdated practice. Nowadays it’s far more important to write a high quality content piece that sounds natural and only uses keywords when necessary.

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Your target keyword's included in your URL's slug

Including your target keyword in your URL’s slug will reinforce your page’s focus, make it easier to find, and help you keep your website tidy.

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The page has an optimized metatitle

Optimizing your landing page's metatitle is crucial as pages with optimized meta titles can experience almost 40% more visitors compared to those that neglect optimization. A well-optimized meta title attracts user attention, improves click-through rates, and boosts organic search rankings, resulting in increased website traffic and visibility.

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The page has an optimized metadescription

An optimized metadescription on a landing page is crucial for increasing SERP (Search Engine Results Page) click-through rates (CTR). By crafting a compelling and concise meta description that highlights key benefits or unique selling points, you can attract users' attention, entice them to click, and ultimately drive higher traffic to your landing page.

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All images have relevant alt-tags that explain both their content and include target keywords

Including alt-tags in all your images is important because alt-tags are the way in which search engines detect the images when crawling. Alt-tags also help search engines to better understand what the page is about.All in all, alt-tags are important because they provide a better user experience, bring image traffic to the landing page and play a key role in making the page accessible to people with disabilities.

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Your landing page's meta robots are not set to noindex nofollow

Setting the meta robots of your landing page to not be "noindex nofollow" is crucial for visibility and search engine optimization. It allows search engines to index and follow the page, making it discoverable, improving organic rankings, and driving organic traffic to your site.

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Your HTML file has the right language code set up

Setting the correct language code in the HTML file of your landing page is crucial for accessibility and SEO. It ensures proper language identification for screen readers, improves user experience for multilingual audiences, and helps search engines understand and rank your content accurately.

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The page has a proper canonical tag

Having a proper canonical tag on a landing page is essential. It ensures that search engines understand the preferred version of the page, preventing duplicate content issues and consolidating ranking signals. This improves SEO by avoiding content dilution, preserving the page's authority, and enhancing overall search engine visibility.

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Your landing page is hosted in a subdirectory within your website's root URL (yourwebsite.com/landing-page)

Hosting a landing page on a subdirectory within your website, rather than a subdomain, benefits SEO. It consolidates domain authority, prevents keyword dilution, and improves organic search rankings by leveraging the overall strength and relevance of the main website domain.

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Your landing page's included in your sitemap

Having your landing page included in your sitemap is a must because that way you ensure that the crawlers from the search engines can properly crawl and index your landing page along with the rest of your site.

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There are relevant links going to your landing page

Being linked by high DR domains helps your landing page rank up on Google, which brings more traffic to the page. 2803 is the average number of backlinks going to top landing pages. Additionally, you’re including links to your landing page on high-value content.

Design

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The landing page has a sticky nav bar

Sticky Nav Bar elements increase visitor’s confidence as they scroll up and down a page, giving them a sense of control while interacting with a website. They know what their options are and have no reason to feel uneasy because everything they might need is right in front of them.

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The nav bar has a clear main CTA

Having your main CTA in your nav bar gives users an easy way to convert, regardless of where on the page they are.

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The main CTA is a button with the brand's primary accent color

Make your CTA button pop from the rest of the page, use contrasting colors, but always try to keep it on brand.

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Aside from the main CTA, the nav bar has 5 or fewer items

A nav bar offering too many options can cause decision paralysis.

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There are visual cues letting the user know when an item is active/when they've hovered on it

Providing a user with visual cues when they interact with an item reaffirms that they’re on the right path.

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All text is 16px or above (with minor exceptions)

Text below 16px in size may be hard to read for users with slight visual impairments.

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All sections have a contrast ratio of at least 500:1 or above

Contrast ratios below 500:1 can hamper legibility for colorblind users.

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All paragraphs and lists are in a sans-serif, serif or monospace font

Sans-serif, serifs and monospace fonts are far more legible than display or script fonts.

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Add the product to a PH collectionLine height for paragraphs is 100% - 120%, easing legibility

A low line height can make your text feel cramped and hard to read.

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Font leading (the space between letters) is set to aid readability

Having your letters too close together or too far apart can jeopardize legibility.

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There's proper spacing between text-heavy areas and the rest of the content

Proper spacing makes reading and navigating the site a more easy going experience.

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You're using product screenshots/graphs to explain what your products' features actually look like

Using screenshots and graphs to explain your product assures a clear communication of what is being offered while engaging the reader with different content formats.

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You're using user representations (whether photos or illustrations) to humanize your brand and help your audience to connect

Humanizing your brand is very important because it ensures a connection between the visitor and the people behind the product/service.

Lead capture