Landing Page Conversion Score

Clear headline above the fold

Visitor can understand what you offer within 5 seconds

Headline focused on visitor benefit, not features

Answers "what's in it for me?" not "what we do"

Supporting subheadline adds specifics

Expands the headline with who it's for or how it works

Primary CTA visible above the fold

No scrolling required to find the main action

CTA uses action-oriented language

Start with a verb: "Get", "Start", "Try", not "Submit"

CTA contrasts visually with the page

Uses a distinct color that stands out from surrounding elements

Only one primary CTA per section

Multiple competing CTAs cause decision paralysis

Customer testimonials visible

With real names, photos, and specific outcomes

Logos of known clients or press mentions

Recognizable brands build instant credibility

Specific numbers or case study results

"Increased conversions by 47%" beats "increased conversions"

Reviews or star ratings shown

From Google, Trustpilot, or industry platforms

Loads in under 3 seconds on mobile

Use PageSpeed Insights to verify

Mobile-responsive without horizontal scroll

Test on real phones, not just browser resize

Font size readable on all devices

16px minimum for body text

Ample whitespace, no cluttered sections

Each section has one clear focus

Form has 5 or fewer fields

Each extra field reduces completion by 5-10%

Clear next step at the end of the page

Secondary CTA or direct contact option

FAQ section addresses common objections

Pre-empts the reasons people hesitate

Privacy/trust signals near form

"No spam", SSL badge, or link to privacy policy

Copy focused on visitor, not company

"You" pronouns should outnumber "we/our"

Benefits clearly stated, not just features

Tell them what the feature means for their life

Scannable with subheadings, bullets, short paragraphs

70% of visitors scan before reading