# Landing Page — Website

A standalone page designed to convert a specific audience, typically reached via an ad, email, or campaign link.

Source: https://www.checklist.design/website/landing-page

## Items

### Headline
A single, clear statement of what the product does or the value it delivers

_Tip: The most effective headlines are written for a skeptic, assuming the visitor knows nothing and has three seconds to decide_

### Subheadline
A supporting line that adds context or specificity to the headline claim

### Hero visual
An image, illustration, or product screenshot that reinforces the headline and makes the page feel tangible

_Tip: A product screenshot or demo video consistently outperforms abstract illustration for conversion-focused landing pages_

### Primary CTA
One clear action for the visitor to take (sign up, start a trial, book a demo)

_Tip: Multiple CTAs on a single landing page split attention and consistently lower conversion, since one primary action is the norm on high-performing pages_

### Social proof
Customer logos, testimonials, review scores, or user counts that validate the claim.

_Tip: Social proof placed immediately below the fold catches skeptical visitors at exactly the point they start questioning the headline claim._

### Key benefits
A concise breakdown of the main reasons a visitor should care, focused on outcomes not features.

### Objection handling
Content that addresses the most common reasons a visitor would not convert e.g. price, complexity, commitment

_Tip: FAQs on a landing page are the most effective format to tackling these areas_

### Repeated CTA
The primary CTA repeated at the bottom of the page for visitors who scroll all the way through

## License for the Checklist Design collection

Checklist Design collection: https://github.com/Checklist-Design/skills
Snapshot: bfae71e507b1b7c03c12e0756402b60eb80f5d14 · Imported: 2026-11-12
Republished under the MIT License. Original checklist text belongs to Checklist Design.

MIT License

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