Before you spend on ads, check your landing page.

A campaign can bring the right person to a page and still lose the enquiry. Before increasing spend, walk through the page as a first-time visitor. This checklist helps a business owner and marketer agree on what is ready, what needs work and who owns the fix.

1. Make the promise easy to understand

Read the ad beside the page headline. Do they describe the same service, audience and next step? A visitor should not need to search for the offer that brought them there. Say what you do, who it helps and what happens after they enquire. Remove claims you cannot support.

2. Give the page one primary action

Choose the main action for this campaign: request a quote, book a call or submit an enquiry. Repeat that action where it helps the reader, with consistent wording. Keep useful navigation and contact options, but avoid making several competing offers equally prominent.

3. Test the real mobile journey

Open the page on a phone. Read every heading, use the navigation and tap the main button. Check that a sticky header does not cover content, the keyboard does not hide the form action and text remains readable over images. Try a slower connection as well as your usual Wi-Fi.

4. Submit an enquiry from start to finish

Use a clearly labelled test enquiry. Check required fields, invalid input, the success message, delivery to the right inbox or CRM and the person responsible for responding. Do not count a button click as a completed enquiry if the form can still fail. Explain how contact information will be used at the point of collection.

5. Check measurement before launch

Agree what counts as a useful enquiry and how the team will record its outcome. Verify the relevant analytics event using your analytics testing tools. Compare a successful submission with a failed submission so you know the event is tied to success. Avoid putting personal information into campaign URLs or analytics event fields.

Your launch decision

For each check, record pass, needs work or not applicable. Give every unresolved item an owner. Fix broken forms and misleading offers before sending paid traffic. After launch, review lead quality alongside volume; a higher enquiry count does not by itself mean the campaign is helping the business.