The questions we use to audit and improve every landing page before starting a CRO engagement
The headline is the first filter a visitor applies. If the ad said "double your leads" and the headline says "Welcome to Our Services," the visitor assumes they landed on the wrong page. Message match between ad, email, or search result and the landing page headline is the single highest-leverage fix on most pages.
The headline directly echoes the language and promise of the ad, link, or search term that sent the visitor here.
The headline is generic, company-focused ("Welcome to Acme Corp"), or describes a feature rather than matching visitor intent.
Visitors do not read landing pages. They scan. If the specific outcome you deliver is buried below the fold, in the third paragraph, or hidden inside a bullet list, most visitors will leave before finding it. The value proposition must be visible, specific, and credible within the first two elements a visitor sees.
The headline or subhead states a specific, measurable outcome: "Get cited in ChatGPT and Google AI Overviews within 30 days."
The value proposition uses vague language ("we help businesses grow") or appears only in the body copy below the fold.
Pages with multiple competing CTAs convert at roughly half the rate of pages with one primary action. "Book a Call," "Download the Guide," "Watch the Video," and "Contact Us" on the same screen split attention and produce decision paralysis. One primary CTA, one secondary CTA at most, with clear visual hierarchy between them.
One orange (or high-contrast) primary CTA button is visible without scrolling. Any secondary option is significantly smaller or styled differently.
Three or more CTAs compete visually. Nav links, phone numbers, chat widgets, and buttons all appear with equal visual weight.
Every B2B vendor claims to deliver results. Visitors have learned to filter out claims without evidence. Proof points that convert include: specific metrics with attribution ("467% organic traffic increase for Kore.ai in 12 months"), named client logos, third-party review scores, and verbatim testimonials with full names and companies.
The page includes at least two specific, attributed proof points (a metric with a client name, or a verbatim testimonial with a full name and company).
The page has unattributed claims ("our clients see results"), vague testimonials ("great to work with!"), or no proof section at all.
Every additional step in a form or checkout reduces conversion rate. For B2B lead gen, the research benchmark is clear: forms with 3 fields or fewer convert at 25% higher rates than forms with 6 or more fields. Ask only for what you need to deliver the next step. Everything else can be collected later.
The form or booking flow asks for 3 fields or fewer (e.g., name, email, company). No multi-step wizard. No CAPTCHA on the primary form.
The form asks for 6+ fields, requires a phone number on first contact, or requires navigating to a separate page to complete the action.
A landing page is not a website page. A website page invites exploration. A landing page has one job. Navigation bars, "explore our services" links, social media icons, and related blog posts all serve as exits that pull visitors off the conversion path. High-converting landing pages remove or minimize all of these.
No full navigation bar. Social media links are either absent or appear only in the footer after the main CTA. Internal links are limited to one or two supporting items.
Full site navigation is visible at the top. Social share buttons, related post links, or "you might also like" widgets appear mid-page.
More than 60% of B2B landing page traffic now arrives on mobile. A page that loads in 5+ seconds loses roughly 38% of visitors before they see anything. A mobile layout where the CTA is below the fold means every mobile visitor must scroll to find the primary action. Both failures are conversion killers that technical audits frequently miss.
Google PageSpeed Insights shows a mobile load time under 3 seconds. The headline and primary CTA button are both visible on a 375px screen without scrolling.
PageSpeed score below 60 on mobile. The CTA button sits below a large hero image, long headline, or extended body copy that pushes it below the fold on phones.
Your page has the structural foundation to convert. Focus on headline testing and proof point refinement for incremental gains.
Fix the failed questions in priority order (1 through 7). Each fix is likely to produce a measurable lift. A targeted redesign outperforms incremental edits.
The page has structural gaps that no amount of ad spend or traffic can overcome. A conversion-focused redesign is the fastest path to meaningful results.