A landing page needs to carry the promise made in the advertisement through to a usable purchase or enquiry route. Attractive design helps communicate that promise; it cannot compensate for missing information or a checkout that fails.
Use these twelve checks on the actual published page, including on a phone. The list is a practical review framework, not a promise of a particular conversion lift.
Message and decision
- Match the advertisement. The product, offer and conditions on the page should match what the visitor clicked.
- Explain the value. State what is being sold, who it suits and the information needed to decide. Keep unsupported superlatives out.
- Make the next action clear. Use an action-specific button and make alternative routes purposeful. The right page can include supporting navigation without losing its main goal.
Information and trust
- Show the full purchase context. Include price, variants, availability and relevant delivery or booking conditions.
- Use genuine evidence. Publish reviews, credentials, photographs and results only where accurate and authorised. A decorative trust badge is not evidence.
- Answer the practical objections. Explain returns, fulfilment, suitability and what happens after an enquiry. Link longer policies rather than making the customer search for them.
Mobile and performance
- Check the real layout. Read every heading, table and form on a narrow screen. Check contrast, tap targets, keyboard focus and error messages.
- Keep the form proportionate. Ask for what is needed to follow up or qualify the enquiry. There is no universal three-field optimum or fixed conversion penalty per additional field.
- Measure loading and interaction. Optimise heavy assets and unnecessary scripts. Use field data where available alongside diagnostic tests.
Google's Core Web Vitals guidance defines good thresholds of LCP at most 2.5 seconds, INP at most 200 milliseconds and CLS at most 0.1, assessed at the 75th percentile. These are experience thresholds, not sales forecasts.
Measurement and release
- Test the complete route. Check form delivery, checkout, confirmation and the team's ability to follow up. A button click is not a completed order.
- Verify event meaning. Send purchase data only for purchases and distinguish refunds. Reconcile analytics with order records; Google's ecommerce documentation describes the relevant events.
- Agree a learning plan. Define the main outcome, test hypothesis and stopping rule. Sample requirements depend on the baseline and the effect you want to detect, not a universal 1,000 visitors.
Choose testing tools that still exist
Google Optimize closed in September 2023 and should not be part of a new setup. See Google's closure notice. Evaluate a current testing tool against your site, budget and consent setup. At low traffic volumes, prioritise clear usability problems and customer feedback; a before-and-after comparison is not equivalent to a randomised experiment.
Our advertising and lead-generation work connects the advertisement to the page, while tracking and optimisation covers the measurement behind the decisions.
Editorial review: 30 September 2026. Practical guidance; examples are not performance guarantees.
