Since the beginning to the online sale, a landing page has always been referred to (in digital expert circles anyway) as a website page – or social network sub-page that’s specifically designed to accomplish ONE objective. They’re used to capture leads from traffic. Landing pages are also used to convert those leads into new customers…and if you’re semi-smart as a business owner, you’ll use them to drive the people who want to buy from you… …to buy more of what they already like. Landing Pages are fundamental to online conversions of any kind. Each time you build one, go through this 16-point checklist to give your landing page the best chance to succeed.

1. 17-Point Landing
Page Optimization
Checklist

2. Contents
Title of the book2
3
4
5
8
11
14
18
19
Letter from the author
First and foremost
This is the title of the second chapter
Fourth chapter is also fun
Is it fifth chapter already?
Sixth chapter
Seventh chapter, right here!
Eighth chapter for the end

3. 3Landing Page Optimiization Guide
Step 1 – Kill the Navigation
The landing page should not distract the visitor with the
ability to navigate away from the page.

4. 4Landing Page Optimiization Guide
Step 2 – Gives a Shout Out to a
Specific Target
You have realistically about 2-4 seconds to let the
visitor know they came to the right place. Call them
out – be it direct or indirect with familiar imagery or
dialogue.

5. 5Landing Page Optimiization Guide
Step 3 – For the Body, Apply K.I.S.
S…. S.
When inbound lead generation is the objective, I’ve
never seen a single landing page design using more than
one single message and offering more than one single
promise…

6. 6Landing Page Optimiization Guide
Step 4 – Create A Killer Headline
You need a clear, concise, benefit-rich headline that
grabs your reader’s attention and tells them they’ve
come to the right place.

7. 7Landing Page Optimiization Guide
Step 5 – CTA = ATF
Most of your visitors won’t scroll below the fold, so if
you’re make a free offer, give them an easy to click,
highly visible call to action without scrolling.

8. 8Landing Page Optimiization Guide
Step 6 – Action Colors & CTA
Buttons with Contrast
There’s a lot of debate about button colors, but one
constant is that the button color should contrast (NOT
blend in) with the surrounding design elements.

9. 9Landing Page Optimiization Guide
Step 7 – Specific CTA Button
Messaging
“Submit” is not good enough. Test button text that gives
a specific command or speaks to the end result (i.e.
“Free Instant Access”).

10. 10Landing Page Optimiization Guide
Step 8 – Leverage Social Proof
“As seen on” logos, social media share buttons,
testimonials, or referencing the number of downloads/
subscribers all let your visitors know they’re making a
smart decision by opting-in.

11. 11Landing Page Optimiization Guide
Step 9 – Use Directionals and
Visual Cues
The landing page should incorporate arrows, boxes and
other visual devices to draw the eye to the call-to-
action area. Even a simple arrow pointing at the desired
call-to-action can boost conversions… like it has for our
friend at the newly launched UX AUDIT.

12. 12Landing Page Optimiization Guide
Step 10 – At Least ONE Hero
Image
Typically an image or graphical representation of the
lead magnet will bump conversions, but not always. So
start with it as a control, but make a note to test
without it also.

13. 13Landing Page Optimiization Guide
Step 11 – Don’t Ask for More than
you Need [Minimize form fields]
Don’t ask for information you don’t need! If you only
plan to followup via email, just ask for name and email,
at most. (In fact, test dropping the name field, too, if
you don’t plan to personalize your followup messages.)

14. 14Landing Page Optimiization Guide
Step 12 – Source Messaging to
Landing Page Match
The text and imagery on the landing page should match
(almost exactly) the ad copy and imagery that was in
the creative that brought the visitor to the landing page
from a traction channel.

15. 15Landing Page Optimiization Guide
Step 13 – Be Social
While landing pages don’t typically go viral, some of
your more altruistic visitors will click Facebook and
Twitter share buttons, so make it easy and obvious for
them to do it.

16. 16Landing Page Optimiization Guide
Step 14 – Be Consistent with the
Brand
You don’t have to stick your logo on every landing page,
but the overall look and feel should be consistent with
your core brand.

17. 17Landing Page Optimiization Guide
Step 15 – Privacy & Terms
Not only are privacy policies and terms of service
required to advertise on some sites (including Google),
they’re also good for conversions.

18. 18Landing Page Optimiization Guide
Step 16 – DYNAMIC CONTENT!
If you have an inbound marketing software or tool
similar to Hubspot (if not, you can try it FREE for 30
days here)… dynamic content not only enables you to
reduce form size dramatically for repeat visitors and
customers – but it also can use tracking to change up the
messaging based on the user’s past behavior!