The 9-Point Landing Page Checklist (Why Your Ads Don't Convert)

Paid Advertising · 7 min read · 2026-03-24 · by Redline Design

Traffic is only half the trade

The average landing page converts 2 to 3 percent of visitors. The best convert north of 10. Same traffic, triple the leads — that difference is the page, not the ads. Run yours through this checklist.

1. Message match

The headline must repeat the promise of the ad that was clicked. Ad says "Same-week excavation quotes" — the page better not open with "Welcome to our company."

2. One page, one goal

Navigation menus, footers full of links, three different offers — every extra option drains conversions. Dedicated landing pages have one CTA, repeated.

3. A CTA you cannot miss

High contrast, above the fold, action language: "Get My Free Quote," not "Submit."

4. Proof near the ask

Reviews, star ratings, client logos, before-and-afters — placed next to the form, not buried. Strangers need a reason to trust you with their phone number.

5. The shortest form that qualifies

Every field costs conversions. Name, phone or email, one qualifying question. You can ask the rest on the call.

6. Loads in under 3 seconds

You are paying per click; a slow page incinerates ad budget before anyone sees it.

7. Built mobile-first

Most paid clicks are mobile. Thumb-sized buttons, tap-to-call, forms you can finish in line at a coffee shop.

8. Urgency that is true

Real deadlines and limited slots move people. Fake countdown timers move people away.

9. Tracking on everything

If you cannot see which ad, keyword, and page produced each lead, you cannot improve any of them. (That is the first thing our analytics setup fixes.)

Want pages built like this from day one?

Every ad campaign we manage ships with dedicated, A/B-tested landing pages — and our website builds bake these principles into every page. Book a free consultation and we will score your current landing page against all nine points, free.