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Page checklist

Landing page UX checklist

A landing page has one job. These checks look at whether the message matches the ad or link that brought people there, whether the offer is clear, and whether anything gets in the way.

If you only do three things

  1. Check the headline matches the ad, email or link people clicked to get there.
  2. Remove anything that doesn't help people take the one action you want, including extra navigation.
  3. Test the form on a phone. Cut every field you don't need.

Checks written for landing pages (17)

Your wordsPeople can't tell what you do at a glancePeople decide in seconds if they're in the right place. If your headline doesn't say what you do, many will leave.Your wordsVisitors can't tell if you're for themPeople look for signs they're in the right place. If you don't say who you help, the right customers may not stay.Your wordsThe line under your headline doesn't tell people moreThis line is your second chance to keep people reading. If it repeats the headline, that chance is wasted.Your wordsYour headline is too long to take in quicklyPeople only glance at headlines. A long one gets skimmed and your main point gets lost.Your wordsThe top of your page doesn't tell people anythingIf people only see a picture or a slogan, they have to work out whether to stay. Many won't bother.Your wordsYour page doesn't say why someone should pick youIf your page could belong to any competitor, people have no reason to choose you over the next search result.Your wordsPeople's usual questions and worries aren't answeredUnanswered worries about cost, timing or fit are a common reason people don't get in touch.Your wordsPeople can't see what you chargeMany people want a rough price before they get in touch. Without one, some will go to a competitor who shows it.Your wordsPeople can't tell if you cover their areaLocal customers check first whether you cover them. If they can't tell quickly, they'll call someone else.TrustThere are no reviews or recommendations on your pagePeople want to see that others chose you and were happy. Without that, many will pick someone who shows it.TrustThere's no Google or Trustpilot rating on your pagePeople trust a rating from Google or Trustpilot more than reviews you picked yourself. Without one, your praise is easier to doubt.TrustPeople can't check you're registered or insuredPeople often look for Gas Safe, NICEIC or TrustMark before calling a tradesperson. The law also requires gas work to be done by a Gas Safe engineer.TrustPeople can't see a guarantee or returns promiseA clear guarantee or returns promise takes the risk out of buying. Without one, some people will hold back.TrustPeople can't see what your software looks likePeople want to see what they're getting before they sign up. Drawings and graphics don't show them.Easy to useToo many buttons, so people don't know which oneWhen everything looks equally important, people hesitate. Fewer of them get in touch.Look and feelYour page is too long to take inWhen several sections say the same thing, people get tired and miss the parts that would win them over.Look and feelYour main photo doesn't show what you doThe photo at the top of your page is the first thing people see. A generic image wastes the chance to show what you offer.

General checks that matter most here (37)

Your wordsYour page lists features, not what customers getPeople pay for results, not features. If they can't see what's in it for them, they're less likely to get in touch.Your wordsBuzzwords make your claims harder to believeWords like 'cutting-edge' and 'world-class' get skipped over, and they make people trust what you say less.Your wordsYour page talks about you, not your customersPeople care about their own problem. If every line starts with 'we', they have to work out what it means for them.Your wordsYour claims are too vague to convince peoplePeople believe specific claims more than vague ones. 'Lots of happy customers' says less than a real number.Your wordsYour numbers don't say where they come fromNumbers without a source can look made up. Saying where they come from makes people trust them.Your wordsYour FAQ skips the questions buyers really askAn FAQ only helps if it covers what people want to know before buying, like price, refunds and timings.Your wordsYour product names mean nothing to newcomersNew visitors don't know your own product names. If they can't tell what something does, they skip it.Your wordsYour buttons don't say what happens nextPeople are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.Your wordsNothing near your main button puts people at easeA short reassurance by the button can be what makes someone go ahead and get in touch.Your wordsLinks say 'read more' but not what aboutVague links are harder to skim, and people using screen readers can't tell where each link goes.Your wordsYour forms don't explain what they need or whyA short hint stops people getting stuck, and saying why you need their details helps them trust you.TrustYour reviews are hidden far down the pagePeople have doubts just before they get in touch or buy. Reviews tucked away at the bottom won't reassure them then.TrustYour reviews don't say who wrote themA quote from 'J.S.' could have been written by anyone, so people are less likely to believe it.TrustYour reviews are too vague to convince anyone'Great service!' tells people nothing. Reviews that mention a real job or result are far more convincing.TrustYour reviews look too perfect to be realWhen every review is five stars and sounds the same, people suspect they're fake and trust you less.TrustYour client logos don't say what you didLogos only help if people recognise them and know how you worked together. Otherwise they're just decoration.TrustThere are no examples of your work or resultsPeople want to see what you've done for someone like them before they get in touch. Without examples, many won't.TrustYour awards and memberships aren't shownBadges from trade bodies, awards or the press are quick proof you're the real deal, especially for trades and professional services.TrustYour reviews look old or have no datesRecent reviews show you're still trading and still good. Old or undated ones make people wonder.Easy to usePeople can't see what to do nextPeople ready to get in touch shouldn't have to hunt for how. If they can't see a next step, many will leave.Easy to useOn long pages, your button is out of reachPeople make up their minds at different points. If the button isn't nearby when they do, some won't bother.Easy to usePeople must do too much before getting anything backEvery extra step or question loses some people before they get in touch.Easy to useA pop-up blocks your page the moment it opensA pop-up before people have seen anything is annoying. Some will close your page, not the pop-up.Easy to useThe cookie notice covers your pagePeople's first look at your business is a cookie message. It hides what you offer and how to get in touch.Easy to useOn phones, bars and chat bubbles cover your pageEvery bar that stays on screen leaves less room for your content, and can hide buttons people need to tap.Easy to useYour form asks for more than it needsEvery extra question puts some people off finishing. Fewer finished forms means fewer enquiries.Easy to usePeople forget what each form box is forThe grey hint text vanishes as people type, so they lose track and can't check their answers. Some give up.Easy to useYour form is hard to followA muddled form takes longer and causes mistakes, so fewer people finish it.Easy to usePeople can't tell which form boxes they can skipIf people don't know what they can leave blank, they fill in everything or give up.Easy to useA puzzle on your form puts people offPicture puzzles and wobbly text annoy real customers, and some people with poor eyesight can't do them at all.Easy to useThere's no button at the top of your pagePeople ready to get in touch need something to tap straight away. Without it, some will leave.SpeedYour page is slow to appearSlow pages lose visitors, especially on phones. Some will give up before they see what you offer.SpeedYour page jumps about while it loadsWhen things move as the page loads, people tap the wrong thing and get frustrated.Easy to useYour form asks for too muchEvery extra box to fill in is another reason to give up before sending you an enquiry.SpeedYour page is slow for real visitors on phonesThis comes from Google's data on real visitors' phones, so it's what your customers actually experience. Slow pages lose people.SpeedYour photos are too big and slow the pagePhotos much bigger than they appear are the usual reason small business pages are slow, especially on phones.SpeedYour page takes a lot of data to loadHeavy pages are slow on mobile data and eat into people's data allowance, so some will leave.

Checklists for other pages

Check your landing page automatically

AgoraScan runs these checks on your page in about 2 minutes, with screenshots of anything it finds. The first scan is free.

Free. No account or card needed. Results in about 2 minutes.