Landing page checklist for paid ads

Use this before you send paid clicks to any page. Each item costs little to fix and protects the budget you are about to spend.

Message

• The headline matches the ad's words and promise.
• The first lines say what you do, where and for whom.
• The page is about one service, not your whole business.

Action

• One main action, such as call, book or get a quote, visible without scrolling on a phone.
• A tap-to-call phone number for local services.
• A short form that asks only what you need to reply.

Trust

• Reviews or ratings near the action.
• Photos of real work, licenses or memberships where relevant.
• Clear prices, or a clear explanation of how you quote.

Technical

• Loads quickly on a phone on mobile data. Test with Google's free PageSpeed Insights.
• Calls and form sends are tracked as conversions in the ad platform.
• A test inquiry arrives where someone will see it.

After launch

Common landing page mistakes

• Sending every ad to the home page. Visitors have to hunt for the service they clicked on.
• A headline about the company, not about what the visitor wants.
• Too many links out, such as a full menu and social icons that pull people away.
• Forms that ask for too much, such as address and budget before you have spoken.
• No proof near the action, so visitors leave to look for reviews elsewhere.
• A slow page, often from large images that were never compressed.

Test one thing at a time

Change the headline first, since it has the most effect, then the main action, then proof. Give each change enough clicks to judge it before the next.