Landing Page CRO Checklist: 27 Items to Audit

How to Use This CRO Checklist

This checklist contains 27 specific items to audit on your landing pages. Each item is based on conversion rate optimization research and real-world testing across thousands of pages.

Go through your landing page and check off each item. If you cannot check it off, that is an opportunity for improvement. Prioritize items in the Above-the-Fold section first—these have the highest impact on conversion rates.

Do not try to fix everything at once. Focus on the top 3-5 issues that will have the biggest impact. Implement those changes, measure the results, then move on to the next batch.

Above-the-Fold Checklist (Items 1-9)

Your above-the-fold section is the most critical part of your landing page. These 9 items must be present and optimized.

• ☐ Headline clearly states what you do in 10 words or less
• ☐ Headline focuses on outcome/benefit, not features or process
• ☐ Subheadline expands on headline and addresses 'who is this for'
• ☐ Primary CTA button is the highest-contrast element on the page
• ☐ CTA button text is action-oriented and specific (not 'Submit' or 'Learn More')
• ☐ CTA is visible without scrolling on both desktop and mobile
• ☐ At least one trust signal is visible (logos, ratings, testimonial, or security badge)
• ☐ Hero image shows actual product or outcome, not generic stock photos
• ☐ Primary objection is addressed (cost, complexity, trust, or time)

Value Proposition Checklist (Items 10-14)

Your value proposition must be clear, specific, and differentiated. These 5 items ensure your value prop is strong.

• ☐ Value proposition passes the 3-second test (unfamiliar visitor can understand what you do in 3 seconds)
• ☐ You explain what makes you different from competitors (not just better)
• ☐ You use specific language, not vague promises ('increase productivity' → 'save 5 hours per week')
• ☐ You avoid jargon and industry buzzwords that require insider knowledge
• ☐ You address a specific pain point your audience experiences regularly

Social Proof Checklist (Items 15-18)

Social proof reduces perceived risk and builds trust. These 4 items ensure your social proof is credible and effective.

• ☐ You use specific numbers in social proof ('12,847 customers' not 'thousands of customers')
• ☐ Customer logos are recognizable to your target audience (not just any companies)
• ☐ Testimonials include full names, photos, and company/title (not anonymous quotes)
• ☐ Ratings and reviews show the source and total count (e.g., '4.8/5 from 3,200+ reviews on G2')

Call-to-Action Checklist (Items 19-22)

Your CTA must be clear, compelling, and low-friction. These 4 items optimize your calls-to-action.

• ☐ You have one primary CTA that is visually dominant
• ☐ Secondary CTAs (if any) are visually de-emphasized (outline buttons or text links)
• ☐ CTA button is large enough to tap easily on mobile (minimum 44x44 pixels)
• ☐ Text below CTA addresses objections ('No credit card required', 'Cancel anytime', 'Setup in 5 minutes')

Mobile Optimization Checklist (Items 23-25)

Over 60% of traffic is mobile. These 3 items ensure your landing page works on small screens.

• ☐ All critical elements (headline, CTA, trust signal) are visible without scrolling on mobile
• ☐ Text is readable without zooming (minimum 16px font size for body text)
• ☐ Forms are optimized for mobile (appropriate input types, minimal fields, large tap targets)

Technical Performance Checklist (Items 26-27)

Page speed directly impacts conversion rates. These 2 items ensure your page loads fast.

• ☐ Above-the-fold content loads in under 2.5 seconds (test with PageSpeed Insights)
• ☐ Images are optimized (WebP format, properly sized, lazy-loaded below the fold)

Common Issues and Quick Fixes

After auditing hundreds of landing pages, we see the same issues repeatedly. Here are the most common problems and how to fix them quickly.

Issue 1: Vague Headlines

Problem: Headlines like 'Transform your business' or 'The future of work' tell visitors nothing concrete.

Fix: Replace with specific, outcome-focused headlines. 'Transform your business' becomes 'Reduce customer support costs by 40% with AI-powered chatbots.' The second version tells you exactly what the product does and what outcome to expect.

Issue 2: Hidden CTAs on Mobile

Problem: Your CTA button is visible on desktop but requires scrolling on mobile devices.

Fix: Test your page on an actual mobile device (not just DevTools). If the CTA is not visible, reduce the height of your hero image, shorten your headline, or remove unnecessary elements above the CTA.

Issue 3: Generic Social Proof

Problem: Phrases like 'Trusted by thousands' or 'Industry-leading solution' are vague and unverifiable.

Fix: Use specific numbers and sources. 'Trusted by thousands' becomes 'Trusted by 12,847 companies including Shopify, Notion, and Figma.' Specificity signals authenticity.

Issue 4: Multiple Competing CTAs

Problem: Your hero section has 3-4 buttons with equal visual weight, creating choice paralysis.

Fix: Choose one primary action and make it visually dominant (filled button, high contrast). Make secondary actions less prominent (outline buttons or text links). Visitors should know instantly which action you want them to take.

Issue 5: Stock Photos Instead of Product

Problem: Your hero section shows generic stock photos of people in offices or abstract imagery.

Fix: Replace with actual product screenshots, demo videos, or outcome imagery. For software, show your interface. For physical products, show high-quality product photography. For services, show the result or outcome.

Issue 6: Unaddressed Objections

Problem: Visitors have questions (How much? How long? Is it secure?) but have to hunt for answers.

Fix: Identify your primary objection and address it immediately below your CTA. For freemium products: 'No credit card required.' For complex software: 'Setup in 5 minutes.' For new brands: 'Used by 50,000+ businesses.'

Issue 7: Poor Mobile Typography

Problem: Text is too small to read on mobile without zooming, or line lengths are too long.

Fix: Use minimum 16px font size for body text on mobile. Keep line length to 50-75 characters maximum. Increase line height to 1.5-1.6 for better readability on small screens.

Issue 8: Slow Loading Hero Section

Problem: Your above-the-fold content takes 5+ seconds to load, causing visitors to bounce before seeing your message.

Fix: Optimize images (use WebP format, compress to 80-85% quality, size appropriately for display dimensions). Inline critical CSS. Defer non-critical JavaScript. Use a CDN for static assets. Test with PageSpeed Insights and aim for LCP under 2.5 seconds.

How to Prioritize Fixes

You probably found multiple issues when going through this checklist. Do not try to fix everything at once. Here is how to prioritize:

High Priority (Fix First): Items 1-9 (Above-the-Fold). These have the biggest impact because they affect every visitor. If your above-the-fold section fails, nothing else matters.

Medium Priority (Fix Second): Items 10-18 (Value Proposition and Social Proof). These build trust and differentiation. Important for conversion but secondary to above-the-fold clarity.

Low Priority (Fix Third): Items 19-27 (CTAs, Mobile, Technical). These are optimization layers on top of a solid foundation. Fix these after your core message and above-the-fold section are strong.

Measuring Impact

After implementing fixes, measure the impact. Use TheDoorpost to get before and after scores on your above-the-fold section. Track your conversion rate for at least 2 weeks to see if changes improved performance.

Not every change will improve conversions. Some changes might even decrease conversions. This is why you should implement changes in batches and measure results before moving to the next batch.

The goal is not to check off every item on this list. The goal is to systematically identify and fix the issues that are costing you conversions. Use this checklist as a diagnostic tool, not a rigid prescription.