Landing Page Audit Checklist: 21 Things to Fix Before You Buy Ads

Cheapness is rarely about budget. It is about inconsistency: four font sizes that are almost the same, buttons with three different corner radii, stock photos that clash with your brand colours.

Fix the basics first. Pick one type scale and stick to it. Use a single accent colour for actions and nothing else. Give every section the same vertical rhythm so the page breathes instead of stuttering.

Contrast matters more than decoration. If your body text sits below a 4.5:1 contrast ratio, no amount of gradient will save the page.

A headline should name the audience, the outcome and the mechanism. 'Welcome to our platform' does none of those. 'Get a brutally honest review of your landing page in 60 seconds' does all three.

Cut every sentence that could appear on a competitor's site unchanged. Generic copy is invisible copy.

Keep the offer above the fold. If a visitor has to scroll to learn what you sell, you are relying on curiosity you have not earned yet.

The three usual reasons are unclear pricing, missing proof and too many competing actions. Remove secondary buttons from the hero and let a single call to action carry the section.

Add proof close to the decision point: logos, numbers, a screenshot of the product doing the thing you promise.

Reduce form friction. Every extra field costs conversions, and asking for a phone number before the value is clear costs more than most teams expect.