Landing Page Checklist: 12 Things That Turn Visitors Into Enquiries

The checklist

1. One clear goal. Pick a single action, such as book a call or request a quote. Remove anything that competes with it.

2. A headline that matches the ad. If someone clicks “branding for start-ups” and lands on a page about “creative solutions”, they’ll leave. Repeat the promise they clicked on.

3. Say what you do in one line. A stranger should understand what you offer and who it’s for within five seconds. Our five-second test shows how to check.

4. Show the benefit, not the process. People care about what changes for them: more enquiries, a clearer brand, less hassle.

5. Proof near the top. A client name, a short quote, a number or a recognisable logo. Without proof, claims are just claims.

6. A visible button. One primary button, in a colour that stands out, with words that say what happens next, like “Book a free consultation”.

7. A short form. Every extra field loses people. Ask for what you need to reply, and nothing more. Make anything optional clearly optional.

8. Speed. If the page takes more than a few seconds to load on a phone, many visitors will leave. Compress images and cut unnecessary scripts.

9. It works on a phone. Most visits come from mobile. Check the text is readable, the button is easy to tap and the form doesn’t fight the keyboard.

10. Remove the distractions. Menus, footers full of links and pop-ups pull people away from the goal. On a dedicated landing page, keep the navigation minimal.

11. Answer the obvious objections. What does it cost? How long does it take? What happens after I enquire? A short FAQ on the page can remove the doubts that stop people.

12. Make the next step feel small. “Talk to us for 20 minutes” feels easier than “Start a project”.

How to test it

Don’t change everything at once. Pick the biggest weakness, change it, and run it for a couple of weeks. If you’re getting a few hundred visits a month, big changes show up faster than small ones, so test the headline and offer before button colours.

Where tracking comes in

You can’t improve what you can’t see. Make sure form submissions are tracked, and look at where people drop off. See conversion tracking in GA4.

If it still isn’t working

Sometimes the issue isn’t the page. It might be traffic that was never going to buy, or an offer that doesn’t land. Read why your website isn’t converting for a fuller diagnosis.

Page layout that works

You don’t need a clever layout. Most pages that convert follow a simple order:

1. Headline and sub-headline. What you offer and who it’s for.
2. One button. Visible immediately, without scrolling.
3. Proof strip. A client logo, rating or short quote.
4. The problem. A few lines on what’s going wrong for the visitor.
5. The solution. What you do, in three or four short points.
6. How it works. Three simple steps, ending with what happens after they enquire.
7. More proof. A case study, testimonial or result.
8. FAQ. Answers to cost, timing and risk.
9. Final call to action. Repeat the button and the offer.

Writing the copy

• Use “you” more than “we”
• Lead each section with the benefit, then the detail
• Keep sentences short and words plain
• Use real numbers where you have them
• Never promise what you can’t deliver. It costs trust later

Common mistakes

• Too many choices. Three buttons going to three places split attention.
• Stock photos that say nothing. Use real work or real people.
• Hiding the price entirely. If you can’t give a price, give a range, or say what it depends on.
• A form that asks for everything. Ask for the minimum, then gather more on a call.
• No confirmation. After submitting, tell people what happens next and when they’ll hear from you.

Testing ideas to try first

If you have enough traffic to test, start with changes that can have a big effect:

• A new headline that speaks to the main problem
• A different offer, such as a free call versus a free audit
• Moving proof higher up the page
• Shortening the form
• Adding a short video or a client quote near the button

Leave button colours for last. They rarely make a big difference.

What to measure

Track the number of visitors, the number who submit the form and the share that becomes a customer. If you’re running ads, also track cost per enquiry. See how to measure marketing ROI.

Frequently asked questions

How long should a landing page be?

As long as it needs to be to answer the questions someone has before they act. For a simple offer that can be short. For a high-value service, longer pages with proof and FAQs usually work better.

Should I send ads to my homepage?

Rarely. A page built for one offer will usually convert better than a general homepage.

Can you build and test landing pages for us?

Yes. See our website design and performance marketing services.