A Landing Page Review Checklist

Why a checklist helps

Most landing page problems are not clever strategy failures. They are ordinary slips: a button that goes nowhere, a form that sends enquiries to an old email address, a headline that still shows dummy sample text. These are easy to miss when you have stared at a page for days, and costly when paid traffic is already running.

A written checklist gives you a repeatable way to look at the page with fresh eyes. Work through it in order, ideally on a real phone as well as a computer, and ideally with someone who did not build the page. Tick items off only when you have actually tested them, not when you assume they are fine.

The goal and the message

One clear job. Can someone who has never seen the page state in a few seconds what it offers and what you want them to do?
One primary action. Is there a single main button or form, with other actions clearly secondary or removed?
Message match. Does the headline echo the promise in the advert, email or post that sends visitors here? If the source says “free quote”, the page should not talk about something else.
The right audience. Is the wording aimed at the person who is actually arriving, not at everyone?

Copy

Read the whole page aloud once. Awkward phrasing is much easier to hear than to see.
Check the headline and opening lines against your honest advertising standards: every claim should be something you can support. Remove anything you could not defend if a customer asked you about it.
Look for jargon, long sentences and vague promises. Plain language is easier for everyone.
Make sure the benefits are stated in terms of what the visitor gets, not only a list of features.
Do a proper round of copy editing for spelling, names, prices, dates and phone numbers. Check that any offer deadline is correct and not already past.
Confirm that the call to action says what will happen, for example “Request a quote” rather than “Submit”.

Links and buttons

Click every link and button. Confirm each goes to the right place and, where appropriate, opens correctly on a phone.
Check that links in the body use meaningful words. Vague text like “click here” is poor for screen reader users, which is covered under link text.
Remove links that lead visitors away from the main action unless there is a good reason to keep them. Privacy notice and contact links are normally worth keeping.
Check that no link points to a test or draft address.

Forms

Submit the form yourself with realistic details. Does the confirmation appear? Does the enquiry actually arrive, in the right inbox or system, quickly?
Try it with mistakes: an empty required field, a badly formatted email address, a phone number with spaces. Are the error messages clear and polite? Good microcopy makes a real difference here.
Count the fields. Is each one needed for this offer? The principles are discussed under form design.
Check that labels stay visible, that the form can be completed using only a keyboard, and that the button is easy to tap on a phone.
Where you collect personal details or want to send marketing messages later, make sure the consent wording is accurate and not pre-ticked in a misleading way. Rules on marketing consent vary by country and change, so check the requirements that apply to you. This list is not legal advice.

Above the fold and layout

Look at the first screen on a laptop and on a phone. Do the headline, a supporting line and the main action appear without scrolling, or at least a clear cue to scroll? See above the fold for what belongs there.
Check that text is a comfortable size and that colour contrast is adequate for people with low vision or in bright light.
Make sure the layout does not jump around while loading.

Images and media

Does each image help explain the offer, or is it decoration? Remove what does not earn its space.
Add useful alt text to meaningful images, and leave decorative ones with empty alt text according to your platform’s guidance.
If there is video, check that it does not play loudly by itself and that captions are available.
Check that you have the right to use every image and any customer photo.

Speed and mobile

Load the page on a mobile connection, not only on fast office wifi. Does anything take noticeably long to appear?
Compress large images and remove scripts you do not need. The broader topic is covered in page speed.
Rotate the phone and scroll to the bottom. Nothing should overlap, and no text should be cut off. This is a basic part of mobile optimization.

Trust and honesty

Is there real contact information, such as an email address, phone number or business address where appropriate?
Are any testimonials, reviews or logos genuine, current and used with permission? Never invent them. The topic is covered in trust signals.
Are prices, guarantees and terms stated accurately, with the important conditions visible?

Tracking and measurement

Decide in advance what counts as a conversion, and check that it is recorded once per genuine submission.
Test the tracking by completing the action yourself, then confirm it appears in your analytics. Remember to exclude your own test entries from your results.
Make sure the traffic source tags on your adverts and emails work, so you can tell where visitors came from. Setting up sensible campaign metrics before launch makes the results much easier to read later.
If the page uses cookies or tracking pixels, check that your consent banner and privacy notice reflect what the page actually does.

After the click

Check that the thank you page appears, reads well and does not leave the visitor at a dead end.
Confirm that any automatic confirmation email is sent, comes from a name people recognise and contains correct details.
Agree who answers new leads and how quickly.

A final pass

Ask someone unfamiliar with the page to complete the main action while you watch, without helping. Where they hesitate is usually where the page needs work. Keep a note of what you fixed and what you would like to change after launch; if you later run an A/B test, a written test hypothesis will make the result easier to interpret.