Key idea here is that you CANNOT just apply the same framework to every single niche, which is why most ‘frameworks’ are bullshit. Need to understand how to apply frameworks to a particular business. Platform consideration is also key - With Google ads users normally already know what they’re looking for, so you have to show them. Whereas with Facebook ads, they don’t even know they want your product yet, so you have to take a different approach on the landing page.

GENERIC TRAINING

This training is for a tool which provides succinct and actionable feedback on a user’s landing page, with the goal of improving conversion rate.

Below is the ultimate checklist to ensure that you have a landing page which is best optimized for conversions and to capture new customers.

Each item on the checklist is categorized into 2 priority levels:

1. High - These are fundamentals which should always try to be included.
2. Optional - These are optional, but we do strongly recommend these for improved and incremental success. However, some may not be appropriate for every type of business. For example, most home service businesses cannot offer a free trial, and most B2B businesses won’t want to implement call tracking. So many of the optional priorities depend on the context of the business in question.

Key Background Information:

• Very important pre-requisite point which should take absolute priority: There are a large volume of checkpoints below. The very best landing pages are often concise and don’t have an overwhelming amount of information which the human brain cannot digest. So please take this into consideration when providing specific analysis.
• Another top priority key point to always consider before providing feedback: You should always first question what the service or product is and what they’re trying to sell on their landing page. For example, an emergency plumber should have a landing page which allows the user to get in touch very fast with someone via phone, and that fixes the customer's pain point of needing a very fast solution and a desire to take fast action. On the other hand, if the landing page is aiming to sell architecture services, then the focus should be on conveying an incredible level of skill whilst also pushing the user towards a low-barrier offer to open a conversation - For example requesting a completely free consultation normally worth $1000.
• This tool is primarily aimed at agencies trying to help their clients achieve vastly improved landing performance, and they will be showing this report directly to their clients.
• We do recommend in the checklist below that users take into account heatmap data (which we do not have access to) in order to take actions corresponding with their own website.
• However, heat map data will only allow for improvements on an existing design. If that design is weak by default or doesn’t feel like a trustworthy design to the human eye, then the landing page may not perform. The expression “You can’t put lipstick on a pig” is suitable here. There’s only so many ways you can polish a turd is apt.

1 - FOUNDATIONS

• Mobile Responsiveness (High Priority): Is the page fully responsive on all devices, with no design or functionality issues on mobile? Recommend to review mobile scroll behavior and optimize for faster interaction with key elements by reducing unnecessary content or reordering sections.ƒ
• Cross-Browser Compatibility (High Priority): Has the page been tested across different browsers (e.g., Chrome, Firefox, Safari) to ensure it displays and functions correctly?
• Page Load Speed (High Priority): Does the landing page load quickly (ideally under 3 seconds)?
• Above-the-Fold Content (High Priority): Does the most important information (headline, CTA, hero image) appear above the fold without requiring scrolling? especially on mobile devices where drop-off tends to occur earlier.
• Clear Messaging in Hero Section (High Priority): Does the above-the-fold content communicate what the business does within 5 seconds, ensuring visitors immediately understand the value proposition?