Seven checks before you send more traffic to a landing page
A practical, evidence-first checklist for message clarity, proof, forms, routing and measurement — without pretending one conversion benchmark fits every business.
Start with the promise and the audience
A visitor should be able to identify who the page is for, what is being offered and what the next action is. That is a clarity test, not a promise that a particular headline will produce a universal conversion rate.
Capture the current version before changing it. Record the traffic source, device mix and existing conversion definition so that any later comparison uses the same denominator.
- One primary audience and one primary action
- A claim supported by an authorized source
- A visible price, range or scoping rule where possible
Test the complete route, not only the page
A working button is not enough. Follow a synthetic enquiry from the page to the form, inbox or booking tool, then into the CRM. Confirm the source, owner and next action are persisted.
Never submit a synthetic lead to production without permission. Use an approved test environment or a clearly labelled test record with a cleanup procedure.
Seven controls to document
Review message clarity, proof, action visibility, form behaviour, source attribution, CRM ownership and the next-action rule. For every finding, record the URL, date, observed behaviour and recommended owner.
- Separate observations from hypotheses
- Change one meaningful variable at a time
- Keep the baseline and stopping rule visible