Landing Page Audit Checklist

Is your landing page not converting as well as it should be? Is the bounce rate higher than you expected and the conversion rate lower than your industry benchmarks?

You need to play detective to find out what’s coming in the way of your conversions. As a content marketer and strategist for Instapage for over a decade, I have been living, breathing, and munching on landing pages for years. I know what landing page optimization looks like. And if your landing page is underperforming, you’ve come to the right place.

I’ve created a handy landing page audit checklist for you to assess your page’s effectiveness. The more checks you have, the better. As a bonus, this post also includes some examples of optimized landing pages that pass all the checks so you have visual inspiration.

The checklist is divided into sections, so it’s easier than ever to score your page. There are a total of 100 points, aim to get a score of above 90%, but above 85 is also a good starting point.

Something to consider: This is not a long blog post featuring 110 landing page examples, or an article going over the why and how of optimizing each landing page element. If you want to learn about those, read our landing page optimization guide or look into landing page performance metrics here. This is a no-BS, no-fluff optimization audit checklist that will help you see if your landing page passes the optimization best practices test within minutes.

Is your landing page headline optimized?

Does the headline match or complement the ad or search result it came from?
Is the headline clear and easy to understand?
Does the headline address the visitor’s intent?
Is the headline relevant to the offer or product on the page?
Does the headline grab attention within the first few seconds?
Does the headline highlight a key benefit or solution or create curiosity or urgency?
Is the tone consistent with your brand’s voice?
Is the language simple and accessible to the target audience?
Is the headline concise but descriptive?
Does the headline fit within the visible space on both desktop and mobile?
Does the headline include relevant keywords for SEO and user search intent?
Is the headline the most prominent visual element in the hero section?
Does the headline match the visitor’s stage in the buying journey?
Does the headline address the visitor’s key pain point or need?
Does the sub-headline, the “how” behind the headline, does it expand its message?

The Brightlines landing page headline explains the “what” behind the service—by answering the primary thing that the service performs for customers. The headline is the biggest thing in the hero section and the colored underline focuses on the trust factor. The sub-headline follows through with the “how” of the service, and the bold font showcases Brightline’s primary UVP.

The Comteer headline is blunt and clear, it explains exactly what the product does and how it makes users’ lives better. It’s placed in the center of the hero section in large font, making it the star of this page section.

The Burrito Pop headline works for disruptor brands that are introducing a new product in their category. It’s a simple phrase but the “world’s first” claim gets the job done.

The Flaus headline explains exactly what the product does: it’s an electric flosser that makes smiles accessible for everyone. While the sub-headline mentions user segments who would benefit from buying the product. The big bold white letters on the pitch black background image, make the element stand out.

Is your landing page design optimized?

Is the design clean and uncluttered?
Does the design support the primary goal of the landing page (e.g., conversion, lead capture)?
Are key elements (headline, CTA, form) included in the hero section?
Is the CTA button prominently placed and easy to spot?
Does the design have a clear visual hierarchy (e.g., headline, CTA, content)?
Is there ample white space to improve readability and focus?
Are the font choices readable and consistent throughout the page?
Are the images and visuals high-quality, relevant, and optimized for fast loading?
Is the layout mobile-responsive and well-optimized for different devices?
Does the page load quickly i.e under 3 seconds?
Are any distractions (e.g., pop-ups, excessive links) minimized or removed?
Is the content organized logically with easy-to-scan sections?
Is the page optimized for SEO (meta tags, alt text, headings)?
Is the page accessible, with readable text and contrast for all users?

Sunday’s landing page checks all these boxes—the page design is clean, all the elements have room to breathe with ample white space around them, the page loads quickly, and the sections are placed in a logical order. There are no external navigation links on the page, no disctractions, and absolutely no borken links.

The page sections are designed in multiple colors, there are lifestyle images on the page, product shots, and drawings.

Four Sigmatic’s page is the same—each section is designed like a mini page that convinces the user shop the coffee. From customer testimonials, the competitor chart, to the build your own box section, every element is meticulously designed and perfectly optimized.

The Divi landing page doesn’t feature contrasting color sections like the other examples, however, every section does what it’s optimized to do. The customer testimonials instill social proof, the product images show visitors exactly what they are getting, and the review section gives a detailed snapshot of customers’ experiences and there are ample CTA buttons present on the page, for whenever the user commits to purchase the hair care product.

On the Flaus landing page design, the element that stands out is the collapsable FAQ section—it doesn’t take a lot of space and gives answers to potential user objections.

Is your call to action (CTA) button optimized?

Is the CTA button prominently visible on the page?
Does the CTA stand out from the rest of the design (e.g., contrasting color)?
Is the CTA text clear and action-oriented?
Is the CTA text concise and specific about the action the user will take?
Does the CTA button communicate the benefit or outcome of clicking, i.e. what will users get once they click the button?
Is the CTA placed in the hero section and then in multiple strategic locations (e.g., top, middle, bottom) for longer pages?
Is the CTA button large enough to be easily clicked on mobile devices?
Does the CTA button use directional cues (e.g., arrows, visual hierarchy) to guide users to it?
Are the CTA buttons consistent across the page (e.g., same color, style, shape)?
Does the CTA create a sense of urgency or offer an incentive (e.g., “Limited Time Offer”)?
Are there no conflicting or redundant CTA buttons that might confuse users?
Is the CTA button linked to the correct destination (e.g., form, checkout, lead capture)?
Does the CTA align with the visitor’s stage in the buying journey?
Does the CTA button match the overall tone and voice of the landing page?

The Surreal CTA button color contrasts with the page and it is placed near customer tally numbers for social proof.

The Behiive landing page CTA button tells visitors exactly what will happen once they click it i.e. they’ll be able to view pricing plans. The CTA button is also designed in proximity to the customer tally and reasons why visitors should avail the offer, “no credit card required. 30-day free trial. Cancel anytime.

The Sidekick CTA button contrasts with the background page color, it’s orange on the black bar and black on the orange hero section. It tells visitors the next action they need to take, “create an email for free” so they can try the email platform.

Is your landing page form optimized?

Is the form easy to find and clearly visible on the page?
Is the form simple and uncluttered, with only essential fields?
Are form fields clearly labeled and easy to understand?
Are optional fields marked as such to avoid confusion?
Is the form length minimized to reduce friction (e.g., 3-5 fields)?
Does the form include clear instructions or tooltips where necessary?
Are form fields logically ordered for ease of completion (e.g., name, email, phone)?
Are input fields optimized for the type of data being requested (e.g., email field for email addresses)?
Is there a clear and visible submit button that stands out from the form?
Are there trust signals near the form (e.g., privacy policy, security badges)?
Is the form mobile-optimized for easy use on smaller screens?
Does the form auto-format data where applicable (e.g., phone numbers, dates)?
Are form errors or missing fields clearly highlighted with helpful error messages?
Is there a confirmation message or thank you page displayed after form submission?
Does the form support social proof (e.g., testimonials or reviews nearby)?
Are there no unnecessary distractions or links around the form that could lead users away?
Is the form integrated with the right CRM or email marketing tool for seamless follow-up?

The length of your landing page form depends on the offer you’re promoting on the page. If you’re asking visitors to sign up for a free newsletter, your form length should be tiny. MODL does this right, when asking visitors to sign up for their email list to access product updates and discounts, all they ask for is the email address.

Whereas the Rattle landing page has a relatively longer landing page form since what they’re offering is a free product demo. The form is designed as a pop-up with a headline that reiterates the benefit of using the task management tool—the fields are also easy to fill out with expandable options to help visitors select their chosen option without having to type out everything.

The Groove landing page form asks visitors to only fill out three fields if they want to sign up for the free trial.

User experience

Is the landing page easy to navigate with a clear structure?
Is the page loading speed under 3 seconds?
Is the content well-organized and easy to scan (e.g., headings, bullet points)?
Are key actions (CTA, form, etc.) easily accessible without scrolling too much?
Does the design use enough white space to avoid a cluttered feel?
Is the text legible with a good contrast between background and font color?
Are interactive elements (buttons, forms, etc.) clearly clickable and functional?
Is the page mobile-responsive and optimized for different screen sizes?
Are there clear visual cues to guide users through the page (e.g., arrows, highlights)?
Are users able to easily find important information (e.g., pricing, benefits, product features)?
Are there no annoying pop-ups or distractions that could frustrate the user?
Are forms or CTAs not asking for unnecessary information (reducing friction)?
Does the page avoid jargon or complicated language, keeping the content simple and user-friendly?
Are trust signals like reviews, testimonials, or security badges visible and accessible?
Does the page maintain a consistent design, layout, and style throughout?
Are there no broken links or errors on the page?
Does the page feature easy-to-find contact information or support links?
Does the design respect user flow, guiding them toward the desired action (conversion)?
Are accessibility features (e.g., alt text for images, keyboard navigation, screen reader compatibility) in place?

The Skinny Confidential landing page has accessibility features as well as clearly defined categories on the page which help visitors navigate through the page easily. There are no popups on the page, the target audience is featured everywhere, and the each page section comes with its own CTA button.

The Rattle landing page also follows all user experience best practices—with page sections featuring stats, customer testimonials, product screenshots, and a chatbot that can answer any user objections.

The Nguyen landing page also checks all the boxes for the user experience best practices.

Social proof

Are customer testimonials prominently displayed and not buried at the end of the page?
Do testimonials include specific details (e.g., name, company, photo) to increase credibility?
Are there relevant reviews or ratings (e.g., Google Reviews, Trustpilot) visible on the page?
Are case studies or success stories featured to demonstrate real-world results?
Do you showcase user-generated content (e.g., photos, videos, social media posts)?
Are trust badges (e.g., security, payment options, certification) visible near CTAs or forms?
Are logos of trusted brands or partners included to increase authority and trust?
Are the number of users, subscribers, or customers highlighted (e.g., “Join 10,000+ happy customers”)?
Are social media follower counts or engagement numbers displayed for added credibility?
Is there a sense of urgency created with social proof (e.g., “Limited spots left” or “Most popular choice”)?
Are relevant industry awards or recognitions visible?
Are success metrics or statistics (e.g., 90% customer satisfaction) included to back up claims?
Are influencers or industry leaders endorsing or recommending the product/service?
Is the social proof positioned near the CTA to encourage trust and conversions?

The Vandham landing pages features 5 star customer testimonials from big names like Oprah and Ellen along with an impressive customer count of 5 million+.

The Chomps landing page features customer testimonials alongside the flavor of the beef jerky each user is raving about.

The FluffCo landing page has a banner that features customer badges from notable companies as well as a badge highlighting their 500+ 5-star reviews.

Pet Honesty features press snippets on a banner as social proof.

Genius Litter features user-generated videos for social proof to sell the story of how the litter makes their cats happy.

Tracking and integrations

Is GA4 (or another analytics tool) properly set up to track page performance?
Are event tracking and goals configured (e.g., form submissions, CTA clicks)?
Is conversion tracking enabled for all key actions (e.g., purchases, sign-ups)?
Are UTM parameters used in URLs for tracking campaign performance?
Are heatmaps implemented to track user behavior on the page?
Are funnel tracking and drop-off points set up to monitor user flow and identify bottlenecks?
Are A/B testing tools integrated for testing different landing page elements?
Are integrations in place for email marketing platforms to capture leads directly from forms?
Is CRM integration set up to capture form data and manage leads?
Are retargeting/remarketing pixels (e.g., Facebook Pixel, Google Ads) installed to track and retarget visitors?
Is Facebook Pixel or other social media tracking properly integrated to measure social engagement and conversions?
Are tracking codes for any paid advertising platforms (e.g., Google Ads, LinkedIn Ads) implemented?
Is automated email follow-up or lead nurturing triggered after a form submission or action on the page?
Are there custom tracking parameters set up for affiliate marketing or partner integrations?
Are page load times monitored and optimized using tools like Google PageSpeed Insights?
Is there integration with customer feedback or survey tools for post-conversion insights?
Are social media analytics integrated to track engagement from visitors who come from social channels?
Are SMS or mobile marketing integrations in place for follow-up or conversions (e.g., Twilio, Textedly)?
Is there a process in place for regularly reviewing and updating tracking and integration configurations?

How does your landing score on the optimization audit checklist?

There you have it folks—a complete optimization audit checklist for your landing pages. Go through the list one by one and start checking things off to see where your landing page stands.

And if you need optimization help or just want to build better, more beautiful landing pages try Instapage.

Instapage makes it easy for you to build personalized landing pages for each audience segment, ensuring consistency from ad click to conversion. Sign up for Instapage 14-day free trial to create highly personalized and optimized landing pages.