You’ve got a product or service, a little ad budget, and high hopes. But before you rush to launch your next PPC or paid social campaign, take a moment to ask yourself: is your landing page actually ready?

Sending traffic to a page that doesn’t convert is like pouring water into a bucket with holes—no matter how much you spend on ads, you’re still leaking potential leads and sales.

Here’s a checklist of 10 essentials your landing page needs before you invest a single cent into advertising.

1. A Clear, Singular Goal (No Distractions Allowed)

The golden rule of landing pages: one page, one purpose.

Whether your goal is to collect leads, book demos, sell a product, or get sign-ups—your entire landing page should guide visitors toward that single goal. If you're linking out to your homepage, blog, or navigation bar, you're offering them exits instead of a clear path.

👉 Ask yourself:
What’s the one action I want someone to take?

Tip: Remove or hide your main site navigation for this page. Keep them focused.

2. Headline That Grabs (and Keeps) Attention

Your headline is the hook. It’s the first thing someone reads, and it needs to do two things instantly:

1. Communicate what you offer.

2. Explain why it matters to the visitor.

A great headline is benefit-driven, clear, and compelling.

Weak: “Get Started Today”
Stronger: “Grow Your Email List 3x Faster—Without More Work”

Don’t make your visitors guess. Make them curious enough to keep scrolling.

3. Subheadline That Supports the Pitch

If the headline pulls them in, the subheadline should seal the deal. This is your chance to add clarity, introduce a unique selling point, or build curiosity.

Think of it as the bridge between your headline and the rest of your content.

Example:
Headline: “Schedule More Sales Calls in Less Time”
Subheadline: “Our automation tools free up your calendar so you can focus on closing, not chasing.”

4. Persuasive, Customer-Focused Copy

You’re not writing an essay—you’re making a pitch. Every word on your landing page should answer this question from your reader’s mind:

“What’s in it for me?”

Speak to benefits, not just features.
Use short sentences, active voice, and bullet points where possible.

✅ Good copy:

• Helps people visualize success

• Eases objections

• Builds trust

• Makes the offer feel urgent or exclusive

Remember: it’s not about you. It’s about how your offer solves their problem.

5. A Strong, Visible Call-to-Action (CTA)

The CTA is the make-or-break moment.

It should be:

• Clear (“Get My Free Trial” > “Submit”)

• Visible (above the fold and again near the bottom)

• Actionable (Use strong verbs: Start, Get, Claim, Download)

Repeat it throughout the page. Don’t assume people will scroll all the way down before deciding.

Bonus: Match the CTA button text to the ad copy that got them to click in the first place. Consistency boosts conversions.

6. Mobile Optimization

This one’s not optional. More than half of web traffic happens on mobile devices. If your landing page doesn’t load fast or look good on a phone, you’re wasting ad spend—fast.

Check for:

• Load speed under 3 seconds

• Readable font sizes

• Tap-friendly buttons

• No pop-ups that block key content

Pro tip: Build your landing page mobile-first. Then adjust for desktop.

7. Visuals That Support the Message (Not Distract)

Great visuals enhance the user’s understanding of your product or offer. But they should never distract.

Use:

• High-quality images or videos

• Diagrams or screenshots that show how your product works

• Testimonials with customer photos

• GIFs or animations only if they support conversion

And please—ditch the generic stock photos. Authentic visuals convert better.

8. Social Proof That Builds Trust

No one wants to be the guinea pig. Show that others have used and loved your offer.

Examples of social proof:

• Star ratings or review snippets

• Client logos

• Video testimonials

• Case studies or success stories

• “X customers signed up this week” counters

Even a single customer quote with a name and photo can make a big difference.

9. Trust Builders (Especially If You’re New to Them)

You may know your brand is legit—but your visitor doesn’t. Especially if this is their first touchpoint with you.

Add elements that make your landing page feel credible:

• Secure checkout badges or “powered by” logos

• Money-back guarantees

• Certifications or media mentions

• Clear privacy policies if collecting emails

Trust isn’t something you say—it’s something you demonstrate.

10. Conversion Tracking Setup

This is critical. You must be able to measure what’s working and what’s not.

Install:

• Pixel tracking (Meta, LinkedIn, TikTok, etc.)

• Google Analytics or GA4

• Tag Manager if you're running multiple scripts

• Conversion goals (like thank-you page views, button clicks, or form completions)

Without tracking, you’re flying blind—and you can’t optimize what you can’t measure.

Bonus: Test Before You Launch

Once all 10 boxes are checked, take a final step: preview your page like a visitor would.

• Read it on mobile and desktop.

• Send it to a friend and ask what the offer is.

• Click every button.

• Time the load speed.

• Walk through the CTA process.

Make sure it feels easy and compelling to take the next step.

Final Thoughts: Don’t Waste Your Ad Budget

You wouldn’t start a race with your shoes untied—and you shouldn’t start a paid campaign without a ready-to-convert landing page.

This checklist is your pre-flight plan. When each item is in place, your ad dollars are much more likely to bring ROI—not just clicks.

So before you spend a dime on ads…
Spend a little time here.
Your future self (and your budget) will thank you.

Need help optimizing your landing pages before you hit “Launch” on your ads?
Reach out—we can help you build a page that doesn’t just look good, but actually performs.