Landing page teardown checklist

last updated: Sep 1, 2025
landing page checklist hero with headline, subhead, proof row, price chip from $X, and primary CTA

TL;DR

If a stranger lands on your page, they must see the offer, the outcome, and one clear action. Place proof next to the CTA. Add a small price signal to filter non‑buyers. Install tracking before buying traffic. This landing page teardown checklist is the fastest path to your first 10 customers.

How to:
  • Fix the hero: headline, outcome subhead, proof row, price chip, single CTA.
  • Track events now: view_content, cta_click, form_submit, thank_you.
  • Ship proof: 3 short testimonials with numbers.

Glossary

  • above the fold: the part visible without scrolling.
  • proof: any signal that you can deliver the promise.
  • CTA: call to action button or link.
  • price signal: a small “from $X” to qualify buyers.
  • tracking: events that show what visitors do.

Landing page teardown checklist: step-by-step

  1. Decide the one offer. Pick one outcome and one persona. Remove other paths.
  2. Write the headline. Outcome first. “Do X in Y time for Z.”
  3. Add a clear subhead. State how you deliver it in one sentence.
  4. Place the primary CTA. One button. Same label above and below the fold.
  5. Show proof beside the CTA. Use customer quotes with numbers or logos.
  6. Add a price signal. A small “from $X/month” chip near the CTA.
  7. Ship a post‑click message. Confirm what happens after the click.
  8. Cut the nav and noise. Remove top nav for focused paid traffic.
  9. Add a secondary path. For skeptics, place “See examples” under the hero.
  10. Wire tracking events. view_content on load. cta_click on button. form_submit. thank_you.
  11. Check mobile first. Thumb reach. Font 16px+. Buttons full‑width.
  12. Proof‑read with numbers. Replace adjectives with metrics.
Tip: Tighten your offer using the value proposition guide. It helps you write the headline and subhead using real customer words. See the value proposition for startups.

Benchmarks

The table below is directional. Use it to set targets and catch issues fast.

What this means

  • If LCP is over 2.5s, compress the hero image or switch to a no‑image hero.
  • If CVR is under 2%, rewrite the offer and move proof higher.
  • If bounce spikes with ads, test a lighter hero and move CTA higher.

Sample math. Traffic 1,500 visitors. CVR 3% → 45 signups. Sales close rate 25% → 11 paying customers. You hit first 10.

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Fake door page vs full landing

Fake door page. Use when you validate demand fast. One screen. Headline, outcome, CTA, price chip, proof. CTA leads to “Join waitlist”. Good for prototypes. See the fake door test.

Full landing. Use when you sell now. Add sections: outcomes, how it works, examples, FAQs. CTA leads to trial, booking, or checkout.

Decision rule: if you do not have a working product, ship a fake door. If you can deliver today, ship a full landing.

Templates: copy/snippet bank

Hero headline patterns
  • “Do X in Y time for Z.”
  • “Replace expensive [tool] with [simple outcome].”
  • “Hit [metric] without [common pain].”

Subhead patterns
  • “Purpose-built for [persona]. Works with [systems]. Set up in [time].”
  • “We do the grunt work. You get the result.”

Proof snippets
  • “Cut onboarding from 14 days to 3 days at ACME.”
  • “120 trial signups in 7 days. 12 paid.”
  • “SOC 2 ready. Used by 11 enterprise teams.”

CTA bank
  • “Get the demo”
  • “Start free trial”
  • “See the examples”
  • “Get the price”

Price chip formats
  • “from $49”
  • “from $1,500 setup”
  • “from $99/seat”

Post‑click message
“Takes 2 minutes. No credit card.”

Tracking

Minimum events
  • view_content: page load
  • cta_click: all primary buttons
  • form_start and form_submit
  • thank_you: success page

UTM hygiene
  • utm_source, utm_medium, utm_campaign on every link you control.
  • Persist UTMs into hidden form fields.

Tools you can use today
  • Tag Manager for events. GA4 for reports. Meta Pixel and Google Ads for remarketing. Session recordings for blind spots.

Risks

  • Blind ads spend. Fix by adding events before traffic.
  • Vague hero. Fix by moving outcome and CTA higher, proof next to it.
  • No price signal. Fix by adding “from $X”. Unqualified leads drop.
  • Desktop‑only design. Fix by testing on a small phone first.
FAQ
  • You:
    What should be above the fold?
    Guide:
    Headline, outcome subhead, proof row, one CTA, a small price chip.
  • You:
    Do I show price if it varies?
    Guide:
    Yes. Use “from $X” to qualify. Explain pricing on the page below.
  • You:
    How many testimonials are enough?
    Guide:
    Three short quotes with one number each.
  • You:
    What is a good early conversion rate?
    Guide:
    2–8% for cold traffic. Warm traffic converts higher.
  • You:
    How do I track without a dev?
    Guide:
    Use Tag Manager. Click triggers for CTAs. URL-based thank‑you trigger.
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