The article
Your Landing Page Is Probably Costing You Money
We audit every client's landing page before touching their ad account. In 90% of cases, fixing the LP produces better ROAS improvement than any ad optimization.
The Checklist
Speed (Most Important) - Page loads in under 3 seconds on mobile - Largest Contentful Paint under 2.5 seconds - No layout shift (CLS under 0.1) - Images compressed and lazy-loaded
Above the Fold - Clear headline matching the ad's promise - One primary CTA visible without scrolling - Product image or hero shot - Social proof (reviews count, star rating, or trust badge)
Social Proof Section - Customer reviews (minimum 10, with photos) - Star rating prominently displayed - Press mentions or "as seen in" logos - User-generated content or testimonials
Product Information - Clear pricing (no hidden costs) - Benefits-focused copy (not features) - High-quality product images (multiple angles) - Comparison table vs. alternatives
Trust & Friction Reduction - Money-back guarantee prominently displayed - Free shipping threshold clearly stated - Secure checkout badges - FAQ section addressing top objections
Mobile Optimization - Touch-friendly buttons (minimum 44px) - Sticky add-to-cart bar - Simplified navigation - Fast mobile checkout flow
The #1 Mistake
The biggest LP mistake: message mismatch. Your ad promises one thing, your landing page delivers another. If your ad talks about "50% off," the landing page headline should reference the same offer immediately.