Landing Page Research Checklist
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Landing Page Research Checklist

The exact questions I ask before customizing any landing page

1
Product Research
□ What problem does your product solve? (Be specific)
□ What makes your product different from competitors?
□ What are your product's 3 strongest selling points?
□ What are the main objections customers have before buying?
□ What results can customers expect? (timeline, metrics, transformation)
2
Target Audience Research
□ Who is your ideal customer? (demographics, role, industry)
□ What is their biggest pain point right now?
□ What do they desire most? (outcome, feeling, status)
□ What fears or doubts stop them from buying?
□ Where do they hang out online? (communities, platforms)
□ What language do they use to describe their problem?
3
Competitor Research
□ What messaging do they use on their landing pages?
□ What trust signals do they show? (reviews, case studies, guarantees)
□ What are they doing well that you should consider?
□ What are they missing that you can do better?
4
Customer Psychology & Behavior
□ What triggers your customers to start looking for a solution?
□ Is this an emotional or logical purchase decision?
□ How long is their buying cycle? (impulse vs. research-heavy)
□ What proof do they need to trust you? (social proof, credentials, data)
□ What's the #1 objection that stops them from converting?
5
Page Sections & Features

These questions help determine exactly what sections your page needs

□ Do customers need to see transformation/results?
→ Add: Before/After section, Success Stories, Results Gallery
Example: Skincare brands, fitness coaches, home renovation services
□ Do customers ask "How does it work?" or "What's the process?"
→ Add: Step-by-step process section, Timeline visual, How It Works
Example: Consulting services, SaaS onboarding, complex products
□ Do customers compare you with alternatives?
→ Add: Comparison table, "Why Us?" section, Feature breakdown
Example: Software tools, subscription services, premium products
□ Do customers have the same 5-10 questions before buying?
→ Add: FAQ section addressing specific objections
Example: Any product with common hesitations (shipping, returns, compatibility)
□ Is trust a major barrier? (new brand, high price, big commitment)
→ Add: Trust badges, Certifications, Press mentions, Client logos, Guarantees
Example: B2B services, luxury goods, health/medical products
□ Do customers need to calculate ROI/savings/value?
→ Add: Calculator tool, Savings breakdown, ROI visualization
Example: Business software, energy solutions, financial services
□ Do customers worry about making the wrong choice?
→ Add: Money-back guarantee, Free trial, Risk reversal statement
Example: High-ticket items, subscriptions, educational programs
□ Are there different customer segments with different needs?
→ Add: Multiple CTAs, "Best for..." sections, Segmented offerings
Example: Software with different plans, services for different industries
□ Is your product technical or requires education?
→ Add: Video explainer, Interactive demo, Specifications section
Example: Tech products, medical devices, innovative solutions
□ Do you have strong social proof? (reviews, testimonials, case studies)
→ Add: Review carousel, Video testimonials, Detailed case studies, Star ratings
Example: Service businesses, ecommerce, coaches/consultants
🎯 Bonus: Conversion Essentials
□ What's your primary conversion goal? (call, purchase, signup, download)
□ Do you have testimonials, case studies, or before/after examples?
□ What's your offer? (discount, guarantee, bonus, urgency)
□ Where is your traffic coming from? (ads, SEO, email, social)
□ Is your offer clear in the first 3 seconds? (headline + subheadline)

Use this checklist before building or redesigning any landing page.

Questions? DM me on LinkedIn or visit refamily.site