Landing Page Launch Checklist
A landing page checklist for campaigns: message match, copy, form, tracking, speed, mobile and A/B testing checks before you send paid or email traffic to it.
- Typical schedule per landing page
- The checklist 5 sections, 22 items
- Variables
{{page}}{{campaign}}
Use this checklist before you send traffic to a new landing page, whether from ads, email or a partner. A landing page has one job, and it is easy to measure, so mistakes are expensive: every visitor who meets a broken form or a slow page on mobile is paid for and lost. The checklist covers the message, the conversion path, the tracking and the launch itself.
Who owns it
The campaign owner or performance marketer owns the run. A designer or developer builds the page, and whoever manages the CRM checks that leads arrive in the right place. Assign the tracking check to the person who will read the results.
Common pitfalls
- Message mismatch. If the ad promises one thing and the headline says another, visitors leave. The headline should repeat the promise that brought them.
- Too many exits. Full site navigation and several calls to action spread attention. Keep one goal per page.
- Untested tracking. A conversion that is not recorded makes the campaign look like a failure and confuses bidding algorithms. Test a real conversion end to end before launch.
- Long forms. Every extra field adds friction. Ask only for what the next step really needs.
A Runbook run per page gives you a dated record of what was checked before the campaign started, which helps when you compare results later.
The checklist: Launch landing page {{page}} for {{campaign}}
Message and copy
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Headline matches the ad, email or link that sends traffic to the page
Put the ad copy and the page side by side. Visitors should recognise the promise in the first second.
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Main benefit and who the offer is for are clear without scrolling
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One primary call to action, repeated where it makes sense
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Proof added: testimonials, customer logos, reviews or examples
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Copy proofread and prices, dates and offer terms checked
Conversion path
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Form asks only for the fields the next step needs
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Form submission tested and the lead arrives in the CRM or inbox
Check that UTM values and the campaign name are stored with the lead, so sales and reporting can see the source.
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Thank-you page or message tells the visitor what happens next
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Confirmation or welcome email sent and checked optional
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Privacy notice and consent text present where you collect personal data
Tracking
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Analytics installed and page views recorded
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Conversion event fires once per real conversion
Test in the ad platform's tag helper or the analytics debug view, not only by looking at the page.
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Ad platform pixels or tags installed and respecting consent settings optional
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UTM parameters defined for each traffic source of
{{campaign}}
Quality and speed
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Page checked on mobile first, then desktop and tablet
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Page speed checked on mobile (e.g. PageSpeed Insights)
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Images compressed and given alt text
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Basic accessibility checked: contrast, form labels, keyboard use
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Page set to noindex if it should not appear in search results optional
Useful for offer pages that duplicate other content or are only meant for paid traffic.
Launch and test
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A/B test variants and success metric defined optional
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Traffic sources switched on and the first visits checked in analytics
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Conversion rate and lead quality reviewed after enough traffic
Ask sales about lead quality as well. A page that converts well but brings unqualified leads needs a different offer, not more traffic.
Checklist as Markdown
Frequently asked questions
What makes a good landing page?
A good landing page has one goal, a headline that matches the promise in the ad or email, a clear benefit, proof that the offer works, and a short path to convert. It loads fast on mobile and is tested end to end, from the first click to the lead arriving in your system.
Should a landing page have navigation?
Campaign landing pages usually work better without full site navigation, because every extra link is a way to leave without converting. Keep a small logo link and the legal links in the footer. Pages that also serve as general entry points from search can keep a light navigation.
How long should I run an A/B test on a landing page?
Run it until both variants have enough conversions to compare, and over at least one full week to cover weekday differences. Stopping as soon as one version looks ahead often picks a winner by chance. If traffic is low, test bigger changes rather than small ones.
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