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Checklist

A landing page checklist for ad clicks

A landing page should carry on exactly what the ad promised, load quickly on a phone, make one action obvious and easy, and be tracked so you know it worked. If the ad says "free quote in 24 hours", the page should say the same in the first screen and put the quote form right there.

By the Moonlighters team. Last updated 11 October 2026.

The ten checks

  1. Message match. The headline and offer on the page match the ad. People who click should feel they landed in the right place within a second.
  2. One primary action. One main button or form. Extra links and menus pull people away from it.
  3. The offer is visible without scrolling. On a phone, the first screen should show what you offer, for whom, and what to do next.
  4. Fast on mobile. Open it on a phone on mobile data, not your office Wi-Fi. Compress images and remove anything that is not needed.
  5. Short form. Ask only for what you need to follow up. Every extra field costs responses.
  6. Easy contact options. A tap-to-call phone number and a clear address or service area for local customers.
  7. Genuine proof. Real reviews, real photos, real credentials. Do not use anything you cannot stand behind.
  8. Clear next step after the click. A thank-you message that says what happens next and when.
  9. Tracking works. The enquiry or purchase is recorded once. Submit a test and check it appears. See the UTM tracking guide.
  10. Privacy notice. A link to a plain-language privacy notice that covers cookies and tracking. The Privacy Act 2020 expects people to be told what you collect and why.

What to avoid

  • Sending ad clicks to the home page when there is a better, more specific page.
  • Pop-ups that cover the page on mobile.
  • Stock-photo claims. Fake urgency, fake reviews or fake counters damage trust and may breach advertising rules.
  • Slow, heavy video backgrounds that delay the first view.

A quick test

Show the page to someone who has not seen your ad for five seconds on a phone, then take it away. Ask what you offer, who it is for and what to do next. If they cannot say, the page is not ready.

Keep ad and page in step

When the ad changes, the page should too. Each new concept can have its own headline and hero on the page, so a Story ad about speed lands on a page about speed. See the creative brief template.

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