Landing page optimisation: the 10-point checklist

Optimising a landing page means three things: increase clarity, build trust and remove friction. The ten points of this checklist cover exactly these areas, plus the fourth that is missing most often: properly measuring what works.

Clarity (points 1 to 3)

• 1. Headline with a benefit: Visitors must understand within seconds what they get and why it is worth it. "Welcome to..." is not a headline.
• 2. One goal per page: A landing page has exactly one job, for example an enquiry. Every additional option lowers the completion rate.
• 3. Message matched to the source: Someone arriving via an ad for "bathroom renovation Zurich" wants to read exactly that, not a generic company portrait.

Trust (points 4 to 6)

• 4. Real proof: Testimonials with names, reviews, certificates, concrete numbers. Without proof, every promise remains a claim.
• 5. Show people: A real photo of the team or contact person beats any stock photo.
• 6. Answer objections: Price range, process, duration, "what happens after I enquire": leaving open questions open loses cautious visitors.

Friction (points 7 to 9)

• 7. Shorten the form: Every mandatory field costs completions. Name, contact and request are almost always enough for first contact.
• 8. Mobile and fast: The majority arrives on a smartphone. Slow loading and shifting elements directly cost revenue.
• 9. Remove distraction: Reduced navigation, no competing links, and the call to action repeated along the page.

Measure (point 10)

10. Tracking before optimisation: Without clean measurement of enquiries, clicks and drop-offs you are optimising blind. Measure first, then change, then compare. Which values are realistic is covered in our article on a good conversion rate.

Want to know which of these points will move the needle most on your page? That is exactly what our conversion optimisation answers, including a free audit.