Mobile landing pages that convert: a checklist for service businesses

A landing page has one job: help the right visitor take the next step. On a phone, every extra second, scroll and form field works against that. This is the checklist we use before any paid campaign goes live.

Speed

• The main content appears quickly. Google’s Core Web Vitals are a sensible standard; the guide to optimising Largest Contentful Paint covers the usual culprits — oversized images, slow servers and render-blocking scripts.
• Only the tracking scripts you actually use are installed.

Above the fold

• A headline that matches the ad or search that brought the visitor.
• One clear action — call, book or request a quote — visible without scrolling.
• Tap-to-call for urgent services, with the hours the phone is answered.

Trust

• Real photos of your team, premises or work, where you have them.
• Reviews and credentials that are genuine and current.
• Plain answers to the questions people hesitate over: price approach, timing, what happens next.

Forms

• Ask only what you need to respond: name, contact and one or two qualifying questions.
• Use the right keyboard on phones (email, phone, number fields).
• Show clear errors next to the field, and a confirmation that says what happens next.
• Keep marketing consent optional and separate from the enquiry.

Accessibility

Readable contrast, labelled fields and keyboard support help everyone — and are good practice under WCAG.

Measurement

Track the confirmed submission, not the button click, and record calls from the page. Our conversion tracking checklist walks through it.