The landing page checklist: 15 fixes before you spend on ads
Most ad budgets are wasted on the page, not the ad. Fifteen things to fix before you send paid traffic anywhere.
A good landing page can halve your cost per lead without touching the ads. Before you launch or scale a campaign, run through this list.
Message and offer
- One page, one goal. Remove the main navigation and anything that leads away from the action.
- Headline matches the ad. If the ad says "2BHK flats in Noida from 85 lakh", the page says the same thing first.
- Benefit before features. Say what the visitor gets, then how.
- A specific offer. A free audit, a brochure, a demo slot, a discount with a deadline. "Contact us" is not an offer.
- Proof near the form. Reviews, logos, numbers you can back up, before-and-after photos, media mentions.
Layout and speed
- Mobile first. Design for the phone screen; most paid traffic arrives there.
- Loads in under three seconds. Compress images, avoid heavy scripts, use a fast host.
- Form above the fold on mobile, or a sticky button that jumps to it.
- Clear, readable type. No tiny grey text, no walls of copy.
- One visible call to action repeated as the page scrolls.
Form and follow-up
- Ask only what you need. Name, phone, one qualifying question. Add more only if lead quality demands it.
- WhatsApp and call buttons alongside the form.
- A thank-you page that confirms what happens next and fires your conversion event.
- Instant follow-up. Auto-reply on WhatsApp or email and a call within minutes.
- Tracking that works. GA4, Google Ads conversion, Meta Pixel and Conversions API tested before launch.
Then test
Change one thing at a time: headline, offer, form length, hero image. Give each test enough traffic to be sure. Keep a log of what won and why.
Need pages built this way? Our landing page and conversion rate optimisation teams build and test them for campaigns every week.
