This checklist was originally published in 2018 and has now been updated for 2025. Landing pages are no longer just about visuals—they’re about speed, clarity, trust, and compliance. A well-designed landing page is critical because it directly influences first impressions, guides user attention, and drives conversions. It reassures visitors with credibility, reduces friction in taking action, and ensures accessibility and performance for all users. Below is your refreshed, modern checklist for creating landing pages that convert in 2025.
Hero & Above-the-Fold
This is the first section users see and often determines whether they stay or bounce. A strong hero section establishes value quickly and directs users to the primary action.
- Headline: State the core benefit and audience (e.g., “Grow your local business with smarter digital ads”).
- Subhead: Support the promise with a short explanation of how.
- Primary CTA: One clear action (“Start Free Trial”, “Get a Quote”).
- Optional Secondary CTA: For safety-net users (“See Pricing”, “Book Demo”).
- Media: Use lightweight visuals (compressed hero image, short looped video). Optimize for speed.
Value, Proof & Objections
This section builds trust and reassures visitors that your solution works. It combines benefits, credibility, and objection handling to guide decision-making.
- Benefits: 3–5 clear, scannable outcomes. Use numbers or specific results instead of adjectives.
- Social Proof: Logos of clients, but with context. Add short case-study metrics, testimonials with names/titles, or third-party reviews.
- Trust Signals: Data security badges, certifications, awards, or press features.
- Objection Handling: Include a short FAQ addressing pricing, setup, or support.
Forms & Calls-to-Action
Forms are where conversions happen, so simplicity and clarity are key. CTAs should be persuasive and remove friction from taking the next step.
- Keep it Short: Only ask for what’s necessary. For high-friction offers, consider multi-step forms with progress indicators.
- Labels (not placeholders): Always use persistent form labels for accessibility and clarity.
- Error Handling: Provide inline validation, clear error messages, and plain-English explanations.
- CTA Buttons: Be action-oriented and specific (“Get My Free Quote”, “Start Now”).
- Next Step Clarity: Briefly explain what happens after (“We’ll email your guide instantly”).
- Privacy: Add a one-line disclosure near the form (e.g., “We respect your privacy. No spam. Ever.”).
Copywriting
Strong copy connects emotionally and logically. It should highlight benefits, align with ads, and make calls to action compelling.
- Benefit-Driven: Write in the second person (you/your). Highlight what the user gains.
- Message Match: Align your headline with your ad or campaign text.
- Call-to-Action Variety: Use 2–3 clear CTAs, but don’t overwhelm.
- Length: Shorter for micro-conversions (downloads, sign-ups); longer for purchase or demo requests.
- Formatting: Keep paragraphs short (max 4–5 lines). First paragraph: under 2 lines. Use bullets for scannability.
- CTA Visibility: Ensure at least one visible CTA in each natural page break (sticky CTA on mobile is a plus).
UX & Accessibility (WCAG 2.2 AA)
Accessibility ensures everyone can use your page effectively. Following WCAG standards improves usability, SEO, and overall trust.
- Contrast: Ensure text contrast meets AA standards.
- Tap Targets: Minimum recommended size and spacing for buttons/links.
- Focus States: Visible outlines for keyboard navigation.
- Alt Text: Add descriptions to all images/icons.
- Motion & Animations: Respect user’s “reduced motion” settings.
Performance & Core Web Vitals
Page performance directly impacts user experience and search rankings. Faster pages convert better and reduce bounce rates.
- Speed First: Optimize Largest Contentful Paint (LCP) under 2.5s.
- Stability: Minimize layout shifts (CLS).
- Interactivity: Optimize Interaction to Next Paint (INP) for snappy performance.
- Lightweight: Compress and lazy-load images, minimize third-party scripts, and preconnect key resources.
- Mobile-First: Test on real devices and low-bandwidth networks.
Privacy, Compliance & Measurement
Privacy builds trust and keeps you legally compliant. Measurement ensures you can optimize campaigns effectively.
- Consent: If targeting Europe, UK, or Switzerland, implement a certified Consent Management Platform (CMP) and Consent Mode v2.
- Essential Links: Always include footer links (Privacy, Terms, Support).
- Analytics: Track both primary conversions (form submits, purchases) and micro-conversions (scroll depth, video plays).
- Testing: QA across Chrome, Safari, Firefox, Edge (desktop + mobile). Test in dark mode, on slower networks, and with screen readers.
Final Notes
A landing page is a conversion tool. When well-designed, it not only captures attention but also guides users seamlessly toward action while respecting their trust and accessibility needs.
Landing pages that win in 2025 are:
- Fast: Load instantly on any device.
- Accessible: Usable by everyone.
- Trustworthy: Rich with social proof and transparent data handling.
- Focused: One core goal, no distractions.
Test often. Measure ruthlessly. Optimize continuously.
