Landing Page Checklist for 2025

Credit: unbounce

A landing page is a single-purpose page built to get one action from one audience. In 2025, checklists still win because they force speed, clarity, and proof. This template gives you structure, copy formulas, and QA points you can ship today.

TL;DR — at a glance

• Structure: hero → proof → offer → details → FAQ → final CTA

• Must-haves: one primary CTA, trust (rating + 3 quotes), fast mobile load, accessible forms

• Copy formula included: headline, subhead, CTA, 3 benefit bullets, risk-reversal line

• Free assets: downloadable template + live generator; optionally add an Instant Quote with the Instant Quote Form

  
  

Page Structure That Converts (2025)

Local visitors scan for three things without scrolling: what you offer, why they should trust you, and how to take the next step. Build your page in this order and keep one primary action throughout.

Credit: boonstraright

Above the Fold (Hero)

Headline formula

{Service} in {City}: {Outcome} in {Timeframe}

Example: “Drain Cleaning in Hamilton: Same-Day Service”

Subhead (clarity + proof)

Add one qualifier and one trust cue. For example, “Licensed & insured • 4.9★ from 220+ locals”

Single primary CTA

Match the user’s intent: Get Instant Quote or Book Earliest Slot—not both. On mobile, reveal a 905/289 click-to-call button after ~5 seconds to capture scanners.

Social Proof (still near the top)

What to show

• Star rating + count (Google).

• Three short reviews (8–15 words) with first name + neighbourhood.

• Badges users recognise (years in business, certifications).

Tip: Automate requests after each job with the Smart Review Collector to grow volume and recency.

Offer & Benefits

Keep it to three bullets

• Faster {result} (e.g., “Same-day diagnostics”)

• Transparent pricing (no weekend surcharge)

• Local experts (Hamilton, Dundas, Stoney Creek)

Risk reversal (one line)

“90-day workmanship warranty” • “Free on-site estimate”

Tip: If speed matters, place a lightweight form or the Instant Quote widget above the fold. You can add it in minutes with the Instant Quote Form. For examples of headlines, proof placement, and CTAs, skim our landing page best practices in What Makes a Great Landing Page (2025).

Objections & FAQ (just above the fold or next section)

Answer the big four

• Price: what’s included and what isn’t

• Timing: earliest availability and typical duration

• Warranty: parts vs labour, how claims work

• Service area: Hamilton + nearby cities you actually cover

Keep answers to 1–3 sentences. Link deeper details lower on the page.

Final CTA (footer catch-all)

Repeat the same primary CTA with a gentle urgency cue. For example, “Check earliest availability (today & tomorrow).”

Want this structured for you? We use a proven layout in our Landing Page Design service and adapt it to your brand and offer.

Quick Reference (what belongs in the first viewport)

Element	Target	Notes
Headline	6–10 words	Use the formula; include city
Subhead	12–18 words	Add one proof point
Primary CTA	2–3 words	Action + outcome (e.g., “Get Quote”)
Proof cue	Rating + count	Don’t hide it; no carousels
Phone (mobile)	Reveal at ~5s	905/289 click-to-call

Copy Template (Fill-in-the-Blanks)

Use these fields as your worksheet. Keep it tight; clarity beats clever.

Headline

Pattern

{Service} in {City}: {Outcome} in {Timeframe}

Examples

• “Furnace Repair in Hamilton: Same-Day Visits”

• “Physio in Dundas: New Patients This Week”

Tip: If you serve multiple nearby areas, keep the hero city to one (Hamilton) and mention others lower.

Subhead

Pattern

Licensed • ★★★★★ Rated • {Proof/Warranty}

Examples

• “Licensed & insured • 4.9★ from 220+ Hamilton reviews”

• “CSA-certified • 10-year workmanship warranty”

Primary CTA (choose one)

• Get Instant Quote

• Book Earliest Slot

• Free Consultation

Tip: Match the tool you actually offer. If you use a calculator or short form, connect it to the Instant Quote Form.

Benefit Bullets (pick three)

Credit: Kraun Electric

• Faster {result} (e.g., “Same-day diagnostics”)

• Transparent pricing (no surprises)

• Local experts (Hamilton & nearby)

• Clean, on-time service

• Warranty-backed work

Tip: Keep each bullet to 5–7 words; trim adjectives.

Risk Reversal

One short line under the bullets:

• “No weekend surcharge”

• “90-day workmanship warranty”

• “Free estimate—no obligation”

Microcopy Under the CTA

• “No spam. Cancel anytime.”

• “Takes under 1 minute.”

• “We’ll confirm your earliest slot.”

Character & Count Guide (so it fits)

Field	Recommended Max	Why
Headline	~60 chars	Stays on one line on most phones
Subhead	~110 chars	Readable without wrapping 3×
Button	14 chars	Avoids two-line buttons
Each bullet	40–55 chars	Scannable at a glance

Need a done-for-you starting point? Generate a tailored list from your inputs with the Landing Page Checklist generator and, if you want us to assemble it, book a quick call via Contact Us.

Trust That Actually Moves Conversions

Hamilton visitors decide fast. Put specific proof where eyes land first, then back it with short, honest details.

Reviews (short and local)

Keep three quotes, 8–15 words each. Include a first name and neighbourhood.

How to place

Show the rating + count near the hero. Put the three quotes right below it. You can automate ask-and-route after every job with the Smart Review Collector so your newest feedback shows up this month, not last year.

Credit: Kraun electric

Badges (signal, not decoration)

Use recognisable marks: Google rating, years in business, trade or clinic certifications. Avoid long badge carousels.

Placement

Inline with reviews or just under the hero—not buried in the footer Don't forget to add a short alt text for each badge (“TSSA certified since 2018”) for accessibility and clarity.

Credit: Appolo Electric

Mini Case Stats (one-liner outcomes)

Show an outcome with a place and timeframe.

Format

“+38% calls in Stoney Creek in 60 days” (with a small mobile screenshot).If you don’t have percentages, use concrete counts: “27 new bookings in 4 weeks after launch.”

Source Links (when you have them)

Link the review source (Google, Trustpilot) with a small icon. Keep users on-page by opening in a new tab. Don’t fake stars or inflate counts—trust collapses quickly in local markets.

Speed, UX, and Accessibility (Non-negotiables)

Fast, usable pages convert more, especially on mid-range phones and evening Wi-Fi. Treat these as shipping requirements, not “nice to haves.”

Core Web Vitals Targets

Use this as your front-end QA card before you publish.

Metric	Target	What to Do
LCP	< 2.5s	Serve hero images as AVIF/WebP; size to 1200–1600px; preload the largest hero
CLS	< 0.1	Reserve space for images/video; avoid layout-shifting chat/consent banners
INP	< 200ms	Limit to 1–2 font families; font-display: swap; defer non-critical scripts

Replace sliders with a single static hero; you’ll usually save 300–600 ms and improve clarity.

Mobile UX (tap-to-call + sticky action)

Use a single primary CTA and make contact effortless on phones.

Essentials

• Sticky bar on scroll with the same primary CTA.

• 905/289 click-to-call button revealed after ~5 seconds.

• Tap targets ≥ 44×44 px for forms and buttons.

Keep the hero button to 2–3 words (“Get Quote”, “Book Now”)—short labels tap better.

Accessibility Basics (WCAG 2.1 AA)

Make sure everyone can use the page—and that your form errors don’t kill conversions.

Checklist

• One H1; logical H2/H3 order under it.

• Contrast: ≥ 4.5:1 (body), ≥ 3:1 (large text).

• Descriptive alt text for images (“Hydro jetting rig, Hamilton job”).

• Form labels, clear error hints, and success states.

A 10-minute pass with a screen reader (SEO Checker) catches most real-world issues.

Keep It Fast Over Time

Performance drifts. Review third-party scripts and images quarterly to stay within your budgets.

For a deeper look at what works in Hamilton right now—from offer clarity to mobile speed targets—see our local breakdown in Web Design in Hamilton: Pricing, Examples, and What Works in 2025.

Tracking & Iteration

Numbers keep you honest. Track the actions that pay the bills, then test one change at a time. Aim for a ≥ 5% submit rate for local services as a baseline.

What to Track (first 30 days)

Small installs, big clarity. Set these four events and you’ll know if the page is working.

Event	How to Track	Why It Matters
Form submit	Event on successful submit + thank-you page view	Core conversion; pairs with source/keyword
Primary CTA click	Event on button click (hero + sticky bar)	Measures intent even if the form is long
Phone click (mobile)	tel: click event	Captures call-first users common in services
Scroll depth (50%/90%)	Scroll events or viewport timers	Confirms whether copy/FAQ is being read

 Fire events from the same ID/class across hero and footer buttons so you can compare placements easily.

💡 Tip: Pair your conversion events with a local SEO playbook for Hamilton so traffic quality rises alongside conversions: Hamilton SEO Services — The Local Playbook That Actually Ranks in 2025.

Baselines & Targets

Start here, then tune by channel.

• Submit rate (local services): 5–12% from paid local traffic; 3–8% from organic.

• CTA click-through (hero): 20–35% on mobile; 12–25% on desktop.

• Phone clicks (mobile): 20–40% of conversions for urgent services.

If hero CTR is low but scroll is high, your headline/subhead likely lacks city + timeframe. Fix those first.

A/B Testing Plan (easy wins)

Test one thing per week. Keep variants simple.

Week 1 — Headline

Swap to the formula: {Service} in {City}: {Outcome} in {Timeframe}.

Week 2 — Proof Placement

Move rating + count into the hero, not below it.

Week 3 — CTA Text

Change to action + outcome: Get Instant Quote, Book Earliest Slot.

Week 4 — Friction

Trim the form to 4–6 fields; move extras to a second step.

💡 Tip: Stop tests when you’ve collected at least 200–300 visits per variant or a full week of consistent traffic—whichever comes later.

Read the Data (then decide)

• High clicks, low submits: Form too long or errors unclear → simplify fields; improve validation messages.

• Low clicks, high scroll: Hero not clear → rewrite headline/subhead; add proof.

• Low mobile conversions: Tap targets too small or phone not revealed → fix sizes; show tap-to-call after 5s.

Use the generator to create a test-ready checklist and log each change: Landing Page Checklist generator.

The Checklist (20 Points)

Ship fast, then use this list for QA before you publish. Check off each item; if you miss three or more, expect lower conversions.

Hero & Proof

1. Single primary CTA in the hero (same label site-wide).

2. Clear headline formula with service + city + timeframe.

3. Subhead adds one proof and one clarifier.

4. Phone reveal on mobile after ~5 seconds (tap-to-call).

5. Proof block in first viewport (rating + count, not hidden).

 Keep the hero button to 2–3 words; short labels tap better.

Offer, Benefits, Risk

6. Three benefit bullets (5–7 words each, no fluff).

7. Risk reversal line (warranty / no weekend surcharge / free estimate).

8. Service/feature summary in one short section (no walls of text).

Use real numbers where possible: “90-day warranty,” “Same-day slots.”

Objections & CTA

9. Objection-handling FAQ covers price, timing, warranty, availability.

10. Final CTA repeats the same primary action with a soft urgency cue.

11. Form validation shows friendly errors and a clear success state.

12. Thank-you page sets the next step (call scheduling, checklist download).

Keep FAQs to 1–3 sentences; link deeper content further down.

Speed & UX

13. Fast image loads (AVIF/WebP; preload largest hero).

14. Minimal third-party scripts; defer anything non-critical.

15. Web-safe or preloaded fonts; font-display: swap.

16. Tap targets ≥ 44×44 px; sticky CTA on mobile.

Replace sliders with a static hero; save 300–600 ms LCP.

If you’re budgeting upgrades, this guide covers Hamilton web design pricing and performance ranges in one place: Web Design in Hamilton: Pricing, Examples, and What Works in 2025.

Accessibility & Structure

17. Accessible contrast & labels (WCAG 2.1 AA).

18. Alt text for all images (describe purpose, not pixels).

19. Logical heading order (one H1; nested H2/H3).

20. Structured data present (FAQ where used; business details on site).

💡 Tip: Fold ongoing checks (updates, speed, a11y) into a light plan via Website Maintenance.

Ready to publish? Generate your tailored list now with the Landing Page Checklist generator. If you want a conversion-ready hero and form wired in, add the Instant Quote Form and we’ll help you wire it up via Contact Us.

Conclusion

A high-performing landing page in 2025 is simple to build when you follow a proven sequence: clear hero → early proof → concise offer → targeted FAQ → single, sticky CTA. Keep it fast, accessible, and mobile-first, and you’ll see more qualified enquiries without guessing.

• Generate your checklist in minutes with the tailored builder: Landing Page Checklist generator

• Add an Instant Quote widget above the fold to capture high intent: Instant Quote Form

• Prefer done-for-you? Start a quick conversation here: Contact Us

FAQs: Landing Page Checklist

What’s a landing page (vs. a homepage)?

A landing page is a single-purpose page designed to drive one action from one audience (e.g., “Get Instant Quote”). A homepage serves multiple audiences and routes visitors to many sections, so it usually converts lower for a specific offer.

What’s a good landing page conversion rate for local services in 2025?

A practical baseline is 5–12% from paid local traffic and 3–8% from organic. Urgent offers (repairs, same-day services) can exceed 15% when the form is short and the phone is prominent on mobile.

How many CTAs should a landing page have?

Use one primary CTA that repeats in the hero, sticky bar, and footer. Secondary actions (call or chat) can exist but should be visually subordinate and not compete with the main conversion path.

How many form fields are optimal?

Plan for 4–6 required fields for most local services. Longer forms can work for high-intent B2B leads, but each extra field tends to reduce completion rate; move non-essentials to a second step or a follow-up.

Do landing pages need SEO if they’re used for ads?

Yes—light SEO improves relevance and speed, which supports Quality Score and lowers CPC. Ensure a descriptive title, clear headings, fast media, and structured data (FAQ where appropriate) even if the page is primarily for paid traffic.

What should be “above the fold” in 2025?

Include the headline with service + city + timeframe, a short subhead with one trust cue, the single primary CTA, and a visible proof element (rating + count). On mobile, add a tap-to-call that appears shortly after load.

How long should a landing page be?

Long enough to answer core objections (price, timing, warranty, availability) without padding. Many local offers perform best with one hero screen + 3–5 concise sections and a brief FAQ near the form.

How should I handle reviews and badges?

Show a rating + count near the top, then three short quotes (8–15 words) with names and, if allowed, neighbourhoods. Use recognisable badges (certifications, years in business). Always use genuine sources and keep proof current.