Ultimate checklist for a Landing Page That Converts
In the competitive world of digital marketing, optimizing your landing page is crucial for converting visitors into leads or customers. A well-crafted landing page can significantly improve your conversion rates, driving higher return on investment (ROI) for your marketing efforts. Below, we present a detailed, research-backed checklist of elements that make up a high-converting landing page.
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Compelling Headline
Your headline is the first thing visitors see when they land on your page, so it needs to grab their attention immediately. According to a study by A/B Testing Institute, 80% of people never get past the headline. Make sure your headline clearly explains the benefit of your offer.
- Tip: Use strong, action-oriented language and ensure your headline addresses the visitor’s pain point or desire.
- Example: “Boost Your Website Traffic by 50% in Just 30 Days.”
Visual Suggestion: The headline should be the most prominent text on the page, placed at the top, and should be followed by a subheading that elaborates on the benefit.

Sub-headline that Supports the Headline
A sub-headline should reinforce the value proposition introduced in the headline. It gives a bit more detail without overwhelming the visitor.
- Tip: Use this space to describe what the visitor will get and why it’s valuable.
- Example: “Our expert strategies help you attract more visitors, convert leads, and maximize sales.”
Visual Suggestion: The sub-headline should be smaller than the headline but still bold enough to draw attention.
Clear and Concise Call to Action (CTA)
A strong CTA is arguably the most important part of your landing page. Without it, users may not know what action to take next. Research from WordStream shows that landing pages with a single CTA convert 371% better than pages with multiple CTAs.
- Tip: Use actionable language that creates urgency. Phrases like “Get Started Now,” “Download Free Guide,” or “Claim Your Discount Today” work well.
- Placement: Your CTA should be placed above the fold, as well as in multiple locations down the page to catch users at different stages of their journey.
Visual Suggestion: Use contrasting colors for your CTA button to make it stand out. Ensure it is large enough to be noticeable but not overwhelming.

High-Quality Visuals
Visual elements such as images, videos, or infographics can make your landing page more engaging. According to HubSpot, landing pages with images produce 94% more views than those without.
- Tip: Use visuals that directly relate to your offer. If you’re offering a product, include high-quality images or a video demo. If it’s a service, consider using client testimonials or before-and-after images.
- Example: A video demonstrating how your product works can improve conversion by up to 80%, according to MarketingProfs.
Visual Suggestion: A product image, customer testimonial video, or engaging graphic can serve as a powerful visual representation of your offer.

Form Simplicity
The form on your landing page is how you gather information from leads. However, forms that are too long can deter visitors from filling them out. Research by Unbounce indicates that reducing the number of fields in a form by just one can increase conversions by 26%.
- Tip: Keep your form simple. Only ask for essential information such as name, email, and maybe phone number. If you’re offering a free trial, asking for just the visitor’s name and email is often enough.
- Form Placement: Place the form prominently, either above the fold or right next to the CTA button.
Visual Suggestion: Ensure the form is clear and not cluttered. Use ample white space to make it appear user-friendly.
Trust Signals and Social Proof
Trust signals such as customer testimonials, client logos, or security badges reassure visitors that your business is credible. Neil Patel suggests that 63% of consumers are more likely to purchase from a site with customer reviews and testimonials.
- Tip: Display client testimonials, user reviews, or trust seals like McAfee Secure or Norton Secured to show your site is trustworthy. If possible, display real customer success stories.
- Example: “Join over 10,000 businesses using our platform to grow their online presence.”
Visual Suggestion: Include a small section of testimonials or client logos towards the bottom or near the form.

Responsive Design for Mobile Devices
In today’s mobile-first world, it’s essential to ensure that your landing page is optimized for mobile users. According to Statista, over 54% of global website traffic in 2023 comes from mobile devices.
- Tip: Test your landing page on multiple devices to ensure it looks and functions well. Mobile users should be able to easily navigate your page, complete the form, and interact with the CTA.
Visual Suggestion: Use a responsive layout that adjusts content for smaller screens. Check that images, text, and forms reflow appropriately.
Benefit-Oriented Copy
Visitors need to quickly understand what benefits they will receive from your offer. Research by ContentVerve shows that landing pages focusing on benefits over features see a 10% higher conversion rate.
- Tip: Focus on how your product or service will solve the visitor’s problems. Rather than just listing features, explain how those features will benefit them.
- Example: “Save time with automated processes that reduce the need for manual input.”
Visual Suggestion: Bullet points or short, bolded statements can make key benefits stand out quickly.

Urgency and Scarcity Tactics
Encouraging urgency or scarcity can push visitors to take immediate action.
- Tip: Use phrases like “Limited-time offer” or “Only X spots left” to create a sense of urgency and encourage immediate action.
- Example: “Offer expires in 24 hours – don’t miss out!”
Visual Suggestion: Include a countdown timer or “Only 5 left” notification to emphasize scarcity.
A/B Testing and Optimization
Once your landing page is live, testing different elements is essential to continually improving conversion rates. HubSpot recommends running A/B tests on headlines, CTA buttons, images, and copy to identify what works best.
- Tip: Regularly test variations of your landing page, tweaking elements based on the results. Even small changes like adjusting your CTA color or rewording your headline can have a substantial impact on conversion rates.
Visual Suggestion: Use tools like Google Optimize or Optimizely to conduct A/B tests, ensuring that your landing page is up-ended for the highest performance.
We also give insight into the beginners guide to A/B Testing.