Landing pages that convert: a founder checklist

What a high converting landing page really does

A strong landing page does one job. It helps the right person decide to take the next step with clarity and confidence. Everything on the page should earn its place. If an element does not help someone understand, trust, and act, remove it.

You do not need fancy design to perform well. You need a clear promise, simple structure, believable proof, and a smooth path to act on a phone.

Start with a simple structure

Use a repeatable structure so you can move fast and keep quality high. Think in short sections that people can scan in seconds.

• Hero: who this is for, the outcome you deliver, and one button that matches intent.
  
  
• Problems and fixes: three short lines that mirror what buyers say and how you solve each one.
  
  
• Proof: named reviews, before and after snapshots, logos, or simple numbers that matter.
  
  
• How it works: three steps with short descriptions so buyers can imagine the path.
  
  
• Pricing or offer: a fair starting point and what is included. Avoid hidden costs.
  
  
• FAQ: four to six specific questions that remove doubt near the form or button.
  
  

Write copy that earns attention

Write as if you are speaking to one person who asked for help. Keep sentences short. Use the words your buyers use in calls and messages. Avoid vague claims. Make the gain and the next step obvious.

• Headline: state the outcome, not just the category. For example, Cut onboarding time in half, not just Workflow software.
  
  
• Subhead: add who it is for and how you do it in one line.
  
  
• Bullets: list the three changes buyers feel after choosing you. Tie each to a result or a moment that matters.
  
  
• CTA copy: match the action to the promise. Try See pricing, Get the checklist, or Book 15 minutes, not Submit.
  
  

Make trust tangible

People believe people. Use specific, recent proof near the action points on the page. Place the strongest proof above the fold and just before the form or button.

• Named reviews: use names and roles with a short line that states the change, for example Reduced returns by 22 percent in three months.
  
  
• Logos and counts: show relevant clients or a real usage number only if it helps a new visitor decide faster.
  
  
• Before and after: one line each. Focus on the change a buyer cares about, not the internal process.
  
  
• Screens and clips: a quick screen recording or a 40 second tour can replace long paragraphs for complex products.
  
  

Design for phones first

Most visitors will land on mobile. If a page is slow or cramped, people leave. Keep the layout light and the path to action obvious.

• Speed: compress images, avoid heavy scripts, and keep total page weight low.
  
  
• Spacing: generous line height and clear separation between sections help scanning.
  
  
• Buttons: large tap areas with clear labels. Place a primary CTA near the top and again after proof.
  
  
• Forms: minimise fields. Ask only for what unlocks value now. Use native mobile inputs for email, phone, and date fields.
  
  

Forms that respect time

Short forms convert better when the next step is clear. If you need more information later, collect it after someone has taken the first step.

• Three fields to start: name, email, and one qualifier that routes to the right path.
  
  
• Explain the follow up: say what happens after submit and when.
  
  
• Offer an alternative: if someone is not ready to talk, offer a resource or a short demo instead.
  
  

Pricing that feels fair

Clarity reduces friction. If you can, show prices or realistic ranges. If pricing depends, explain the factors and give a typical example so people can self qualify.

• Starter option: one entry level choice with clear inclusions.
  
  
• Comparison notes: short lines that help people choose between plans or packages.
  
  
• Guarantees: simple guarantees calm nerves when the purchase carries risk. Keep the terms short and plain.
  
  

FAQs that remove doubt

Place short answers close to the decision point. People often scan these last before they act.

• Fit: who this is for and who it is not for.
  
  
• Timing: how long set up or delivery takes.
  
  
• Process: what happens after you book or buy.
  
  
• Risks: common worries addressed in plain language.
  
  

Analytics that keep you honest

Measure behaviour, not vanity. Track what shows real progress and use a light testing rhythm to improve the page over time.

• Events: button clicks, form starts, form submits, and scroll depth on key sections.
  
  
• Sources: which channels send visitors who convert, not just traffic.
  
  
• Tests: change one thing at a time. Start with the headline, CTA, and proof placement before colour or layout tweaks.
  
  

A quick build checklist

Use this when you publish new pages or refresh old ones. Print it if it helps.

1. Headline states the outcome and the audience.
   
   
2. Subhead clarifies how it works in one line.
   
   
3. Primary CTA matches the promise and appears twice.
   
   
4. Three buyer problems mirrored with short fixes.
   
   
5. Named review with a clear before and after near the CTA.
   
   
6. Screens or a short clip show the product or service in action.
   
   
7. Pricing or a fair starting range with what is included.
   
   
8. Four to six FAQs that answer real objections.
   
   
9. Fast on mobile and simple form with three fields.
   
   
10. Analytics events in place and a test to run next week.
    
    

Examples from the field

• B2B software: a page that leads with the outcome, then a 40 second clip and a simple pricing range. Form completion rises and sales calls start further along.
  
  
• Professional services: a page that names the three problems clients feel, shows two short reviews, and offers a 15 minute fit call. More qualified enquiries and fewer back and forth emails.
  
  
• E commerce: a product landing that explains the job to be done, adds a short sizing guide, and places reviews above the add to cart. Fewer returns and higher repeat purchase rate.
  
  

Troubleshooting if performance is flat

• Plenty of traffic, few actions: the headline may be unclear or the CTA mismatched. Tighten the promise and make the next step obvious.
  
  
• Clicks on the button, low form submits: reduce fields, clarify what happens next, and move proof closer to the form.
  
  
• High bounce on mobile: compress images, simplify layout, and raise contrast on text and buttons.
  
  
• People ask the same questions on calls: add those questions to the FAQ near the form and answer them clearly.
  
  

FAQs

Should you build separate pages for each campaign? Yes, if the audience or offer is different. Reuse the structure and adjust the copy to match the promise.

Do you need testimonials if you are new? Use named pilot users, early adopters, or a short story that shows a real before and after. Avoid anonymous claims.

How long should the page be? As long as needed to explain the value and remove doubts, no longer. Complex or costly choices may need more proof and FAQs.

Next steps

Pick one priority page to improve this week. Tighten the headline, place a named review near the primary CTA, compress images, and set up events to track progress. Small improvements compound into stronger conversion over time.