A landing page for a service business has one job: turn a qualified visitor into a quote or demo request. This checklist is the one we run before a page goes live and when a client's page is getting traffic but not enquiries. It is grouped by the order in which a visitor experiences the page, and every item is something you can check yourself in a few minutes on your phone.
The first five seconds
Before a visitor scrolls, they decide whether they are in the right place. These checks cover what is visible without scrolling on a phone.
- 1. The headline names the service and who it is for — not a slogan.
- 2. The headline matches the search or ad that brought the visitor, word for word where possible.
- 3. One primary call to action is visible without scrolling, with a verb that describes what happens next ("Get a written quote", not "Submit").
- 4. A location or service-area signal is visible if you serve a region.
- 5. The page loads its main content in under about 2.5 seconds on a mid-range phone on 4G.
Proof and trust
Service buyers are buying a promise. These items give them evidence before they have to ask for it.
- 6. At least one named client result, case study or review appears above the halfway point.
- 7. Reviews link to or quote a third-party source (Google, Clutch, Trustpilot) rather than floating anonymously.
- 8. A real person — name, role, photo — is visible somewhere on the page.
- 9. Company details are present: registered company name, company number and a physical address.
- 10. Any accreditation or partner badge links to its verification page.
Offer and pricing clarity
Uncertainty about cost is the most common reason a qualified visitor leaves without enquiring.
- 11. The page gives a price, a starting price or a realistic range — or explains exactly how pricing is set.
- 12. What is included is listed plainly, and so is what is not.
- 13. The timeline from enquiry to delivery is stated.
- 14. The next step after enquiring is described ("we reply within one working day with a written quote").
- 15. Objections from sales calls are answered in a short FAQ on the page itself.
The form
The form is where most enquiries are lost. Test it by submitting it yourself, on a phone.
- 16. The form asks for four to six fields; anything else is asked after first contact.
- 17. Field labels stay visible while typing (placeholders alone disappear).
- 18. The phone field accepts spaces, brackets and a +44 prefix without an error.
- 19. Errors are explained next to the field, in words, and entered data is not wiped.
- 20. A successful submission shows a clear confirmation and sends an email receipt.
Measurement and follow-up
A page you cannot measure cannot be improved, and an enquiry that waits a day is often already lost.
- 21. Each form submission and phone-number tap is recorded as a conversion in analytics.
- 22. The source of each enquiry (search, ads, referral) is captured with the lead.
- 23. Enquiries are routed to a monitored inbox with a named owner.
- 24. First response happens within one working hour during business hours.
- 25. The page is re-tested on a phone after every change to the site.
How to score your page
Score one point for each check your page passes. The bands below are a practical triage guide rather than a statistical benchmark.
| Score | What it usually means | Where to start |
|---|---|---|
| 21–25 | The page is not the bottleneck | Look at traffic quality and sales follow-up |
| 15–20 | Some leaks, fixable in days | Fix the form and pricing-clarity items first |
| 8–14 | The page is costing you enquiries | Rewrite the first screen, then add proof |
| 0–7 | Rebuild before buying more traffic | Start with a single-purpose page and a four-field form |
Test the form on a phone before you spend another pound sending people to it.
What this means for you
Run the checklist on your own page this week. If more than five items fail and you would rather hand it over, we build and fix landing pages at a fixed, quoted price.
Related service: Website Development