The 20-Factor Landing Page Audit Checklist (How Uplift Scores Your Page)

A complete landing page audit checklist — 20 conversion factors in 5 groups: speed, mobile, offer & CTA, trust, SEO basics. How to check each one by hand and what counts as passing.

A landing page audit answers one question: what stops a visitor from converting? Below is a checklist of 20 factors in 5 groups. It's the exact list the Uplift analyzer uses to score a page from 0 to 100. Every item can be checked by hand — we explain how and what passing looks like.

Factors carry different weights: the offer and mobile experience move leads far more than image alt text. Together they give an honest picture of where the page loses people.

Group 1. Speed (5 factors)

A slow page loses visitors before they see your offer — after you've paid for the click.

1. Server response and HTML load under 2.5 seconds. Check: PageSpeed Insights or the Network tab. Over 3s and part of the audience leaves.
2. HTML weight under 1.5 MB. Heavy pages with inline styles and embedded scripts crawl on mobile data.
3. No more than 25 external scripts. Every widget, tracker and chat is a network round-trip. Check: count <script src=…> tags.
4. gzip/brotli compression enabled. Cuts transfer size 60–80%. Check: the Content-Encoding response header.
5. HTTPS. Without it browsers flag the site as not secure; ads cost more and trust drops.

Group 2. Mobile (3 factors)

60–80% of paid traffic is mobile. A painful mobile version loses the majority.

1. Meta viewport present. Without it the site renders as a shrunken desktop with microscopic text. Check: <meta name="viewport"> in the source.
2. One-tap call or messenger. Phone as a tel: link, WhatsApp/Telegram button. Check: open on your phone and try to call.
3. No more than three iframes. Embedded maps, videos and widgets load slowly on mobile and shift the layout.

Group 3. Offer and call to action (5 factors)

The heaviest group. Visitors decide in 5 seconds whether to stay.

1. One clear H1, 10–120 characters. Not "Welcome" — a concrete offer with a benefit. Multiple H1s blur the focus.
2. At least two visible calls to action. A button above the fold and after content blocks. Check: count buttons with an action verb.
3. A lead form on the page. Without one, the only way to reach you takes effort — and some ready buyers leave.
4. Form of 5 fields or fewer. Every extra field cuts 5–10% of submissions. Name and phone is optimal.
5. Title tag 15–70 characters. The first thing seen in search results and the tab; it should carry the offer.

Group 4. Trust (4 factors)

Visitors must believe you're real and safe to pay.

1. At least three trust signals — reviews, cases, numbers (years, clients), guarantees, certifications. Check: search the page for "review", "clients", "guarantee", "years".
2. Privacy policy link. A legal requirement in most jurisdictions and a sign of a serious company.
3. Live contacts: phone, email, address, company details in the footer.
4. Favicon. Small, but without it the tab and search snippet look unfinished.

Group 5. SEO basics (5 factors)

Not about leads directly — about being found and displayed correctly in search and messengers.

1. Meta description 50–170 characters — your free ad copy in search results.
2. Alt text on at least 70% of images.
3. Lang attribute, Open Graph tags, at least two H2 subheadings. OG tags decide whether a shared link renders as a rich card or a bare URL in messengers.

How the score is calculated

Each factor weighs 1 to 3. Within a group we compute the share of weight earned; the final score is the average across the five groups. So one failed group (say, Trust at 12/100) stays visible instead of dissolving into an overall number.

Reference: 90+ — a strong page that grows only through testing bold variants; 60–89 — 2–4 specific holes; below 60 — basics are broken, start with the first screen and mobile.

What to do after the audit

An audit shows *what* is wrong. It doesn't tell you *which* fix will work for your audience. Some visitors need the price up front, some need reviews, some just want a WhatsApp button instead of a form.

So the next step isn't "fix everything on the list" — it's building 2–3 page variants around the top findings and sending traffic to them. Uplift does both: a free 20-factor audit plus three page variants — Offer, Trust, Ease — ready to test.

The checklist in one list

• Load ≤ 2.5s · HTML ≤ 1.5 MB · scripts ≤ 25 · gzip · HTTPS
• Viewport · one-tap call · iframes ≤ 3
• One H1 with the offer · ≥ 2 CTAs · form present · fields ≤ 5 · title 15–70
• ≥ 3 trust signals · privacy policy · contacts · favicon
• Description 50–170 · alt ≥ 70% · lang + OG + ≥ 2 H2

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