// guide
The landing page checklist
Most launch checklists are generic. This one is built from the same fixed rubric we use to score pages, grouped by the factors that decide whether a stranger acts. Run each check honestly; anything you can't answer with a clear yes is a leak.
Hero (the first 5 seconds)
A cold visitor decides here. If the hero fails, nothing below it matters.
- A stranger can say what it is and who it's for within 5 seconds.
- The headline names the outcome, not just the category or company.
- The subhead explains the 'how' in one plain sentence, no jargon.
Action (one obvious next step)
The page should have a single, unmistakable primary action.
- There is ONE primary CTA, visible without scrolling.
- The button label names the result ('Get my audit'), not 'Submit' or 'Learn more'.
- No competing same-weight buttons stealing the click.
Trust (proof at the decision point)
Belief, not just understanding, is what's usually missing.
- At least one specific, named, quantified piece of proof.
- Proof sits near the CTA, not buried at the bottom.
- Any urgency or scarcity on the page is actually true.
Friction & clarity (the path to value)
Every extra ask and unanswered question costs conversions.
- The form asks for the minimum (often just an email).
- Price, 'what happens next', and data/cancel questions are answered on the page.
- The page loads fast and reads cleanly on mobile.