The landing page teardown checklist
Before you spend a dollar on ads (don't) or a month on a rebuild, tear your page down against this checklist. Most pages fail on the first three.
The five-second test
Show your page to a stranger for five seconds. Can they say what you do, who it's for, and what to do next? If not, nothing else on this list matters — fix the headline first. Formula: [outcome] for [who], without [the thing they hate].
One page, one job
A landing page has exactly one conversion action. If your nav has seven links and your button says both 'Learn more' and 'Contact us,' the page has zero jobs. Cut everything that doesn't serve the single action.
Proof beats claims
Every claim needs a neighbor that makes it believable: a number, a name, a before/after, or a screenshot. No clients yet? Use your own project: 'We rebuilt this in two weeks — here's the repo and the speed test.'
The form friction audit
Count your form fields. Now cut a third. Every field is a tax on conversion; name, email, and one qualifying question is usually enough — the rest can be asked after they've said yes.
Speed is a feature
Load it on your phone, on cellular, right now. If you can count 'one-Mississippi' before content appears, you're paying a conversion tax every visit. Compress the hero image, cut the third-party scripts, and watch what happens.
Know a founder who's bleeding hours into this exact problem? Send them the free toolkit — it'll do the convincing for you.
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