The playbook
Landing Page Design: Checklist
Use this landing page design checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect completed qualified landing-page actions. Check an actual page or interaction record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
A campaign advertising a roof inspection should land on a page explaining that inspection, its coverage, and the request process. Match the form's requested details to the inspection. Do not silently turn the advertised appointment into an unrelated newsletter signup.
Before you use the checklist
Name the exact item being checked and its purpose. Gather campaign, promise, proof, form, confirmation. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Match the headline offer and audience to the entry message | A dated observation showing how campaign was verified | website lead |
| Place relevant proof near the decision point | A dated observation showing how promise was verified | designer or developer |
| Use a clear action with a functioning completion path | A dated observation showing how proof was verified | site owner |
Check the failure path
- Look specifically for this failure: advertising one offer and showing a different one on the page.
- Align campaign copy page content and confirmation message. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check confirmation.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Match the headline offer and audience to the entry message,” a meeting about the subject is not the evidence itself. Retain the relevant campaign and promise, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents build a focused page that delivers on a campaign's promise deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow completed qualified landing-page actions using a consistent definition so later reviews can connect execution quality with useful results.
Treat visual changes and functional changes separately in the change log. A clearer label may improve comprehension, but a broken submission destination still prevents completion. Confirm both understanding and successful delivery.
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