Summary: the landing page checklist for 2026
A good landing page turns a click on your ad into an enquiry or a sale. Half of all landing pages convert at less than 6.6%, and every second of loading time costs you visitors. Almost everyone in the Netherlands goes online on a phone, so your page must above all be fast and clear on mobile. This whitepaper gives you a checklist of 15 checks for your message, trust, form and technology, with real figures, our own research and results from our clients.
→ 6.6% conversion
is the median of 41,000 landing pages. Professional services sit at 6.1%, ecommerce at 4.2% (Unbounce, Q4 2024).
→ 32% more likely to bounce
when your mobile page loads in 3 seconds instead of 1 second (Google and Deloitte).
→ 8.4% more conversions
for online shops that made their mobile site 0.1 seconds faster (Deloitte, Milliseconds Make Millions).
→ 95.5% go online on a smartphone
of all Dutch people aged 12 and over (CBS, Statistics Netherlands, 2025).
→ 4 times the conversion rate
at Rug expertise centrum: from under 2% to 8%, after Game-changers rebuilt the online shop around clarity and trust.
→ 8 out of 20 agencies
show a review score at the top of their homepage. That is what we found when we checked the homepages of 20 Dutch marketing agencies.
Why your landing page decides what a customer costs
Your landing page decides how many enquiries you get for the same ad budget. You pay per click, but you only earn something when that click does something. Double your page’s conversion rate and you halve your cost per enquiry, without spending a single euro more on ads.
An example. You spend €2,000 a month on Google Ads and pay €2 per click on average. That is 1,000 visitors. At a 2% conversion rate you get 20 enquiries, and each one costs €100. At 4% you get 40 enquiries, and each one costs €50.
Google looks at your page too. Landing page experience is one of the three parts of the Quality Score in Google Ads, next to expected click-through rate and ad relevance (Google Ads Help, About Quality Score). How your cost per click is set is explained in our blog on what Google Ads costs in the Netherlands.
What is a good conversion rate for a landing page?
A good conversion rate for a landing page is above 6.6%. That is the median of 41,000 landing pages and 464 million visits, measured by Unbounce. Half of all pages score lower, half score higher. It differs a lot per industry.
Compare your page with your own industry, and with yourself. An online shop at 3% is below the 4.2% median, but going from 3% to 4% already brings a third more orders. For an online shop, also count the orders left in the basket: on average 70% of shoppers leave their cart without buying (Baymard Institute).
The landing page checklist: 15 checks
Go through these 15 checks on your most important landing page, ideally on your phone. Start with the page that gets most of your ad budget.
Message
→ 1. The headline repeats the promise of your ad
Someone who clicks “Dormer installed in Utrecht” wants to see those words at the top. A general slogan makes visitors search.
→ 2. One goal per page
Let visitors do one thing: request a quote, call or buy. Remove the menu and stray links that lead to other pages.
→ 3. Benefits over features
Write what the customer gets out of it. “Installed within 2 days” says more than “experienced team”.
→ 4. A price or price indication
Say roughly what it costs, or the starting price. People who cannot find a price go and look at a competitor.
Trust
→ 5. A review score with the number of reviews
Show at the top what customers think of you, for example “4.8 out of 5 on Google, 51 reviews”, with a link to the reviews.
→ 6. Real results and client logos
A concrete figure from a real client convinces more than a row of logos without explanation.
→ 7. People in the picture
A photo of yourself or your team works better than a stock photo. Visitors want to see who they will deal with.
→ 8. Objections answered
Put the questions you hear most in sales calls on the page. A short FAQ at the bottom removes doubt.
Action
→ 9. The button is visible without scrolling
Put the main button at the top and repeat it after each key section. Write on the button what happens: “Request your quote”, not “Submit”.
→ 10. A short form
Only ask what you need to get in touch. Every extra field is a reason to stop. More on this below.
→ 11. A second way to get in touch
Not everyone fills in a form. Add a phone number or WhatsApp button to the page.
→ 12. A thank-you page with a next step
After sending, say what happens now and when. The thank-you page is also where you measure the conversion.
Technology
→ 13. Fast on mobile
Your largest element is on screen within 2.5 seconds. Test it for free with PageSpeed Insights.
→ 14. Stable and quick to respond
The page does not shift while loading and responds to a tap within 0.2 seconds (Google, Core Web Vitals).
→ 15. Every conversion measured and sent back
Without good tracking you do not know what works, and Google and Meta cannot learn from your customers. See how in our whitepaper on tracking and GA4.
Speed and mobile: every second counts
A fast mobile page brings more enquiries, because fewer visitors leave. 95.5% of Dutch people aged 12 and over go online on a smartphone (CBS, 2025). So someone who clicks an ad on Instagram or Google is usually on a phone, often on a patchy mobile connection.
→ Bounces from loading time
When load time goes from 1 to 3 seconds, the chance that a mobile visitor leaves rises by 32%. At 10 seconds it is 123% (Think with Google).
→ More revenue from speed
In the Deloitte study for Google, a 0.1-second faster load time brought online shops 8.4% more conversions and 9.2% higher spend (web.dev, Milliseconds Make Millions).
→ Google’s standard
Google calls a page good when its largest element loads within 2.5 seconds (LCP), it responds within 200 milliseconds (INP) and it hardly shifts (CLS under 0.1). This applies to 75% of your visits (web.dev, Web Vitals).
Quick wins usually come from smaller images, fewer scripts from outside tools and a page that does not wait for a slider or video before showing the text.
Forms: only ask what you need
A short form brings more enquiries, because every field is a moment where someone can stop. Research by the Baymard Institute shows that 17% of online shoppers abandon because checkout is too long or complicated. An average checkout shows almost 15 form fields, while 7 fields are enough.
For an enquiry form the rule is even simpler. Ask for a name, an email or phone number, and at most one question that helps you judge the enquiry, such as “What is your budget?” or “When do you want to start?”. You discuss the rest in the first call.
One page per audience and per ad
One general page for all your ads almost always converts worse than one page per audience. A business owner searching for “offshore blasting” has different questions from someone who wants a fence blasted. Give each group its own headline, its own examples and its own proof.
If you have enough traffic, test two versions against each other (an A/B test). If you have little traffic, start with improvements that almost always work: a clearer headline, a shorter form and more proof. That is also how we work on conversion rate optimisation for our clients.
Our research: how good are the homepages of 20 marketing agencies?
On 8 November 2026 we checked the mobile homepages of 20 Dutch marketing agencies, the agencies we follow in our competitor analysis. For an agency, the homepage is often the most important landing page. We looked at five points from the checklist above.
What stood out:
→ The button is in place
All 20 agencies put a button to contact, a call or a free analysis at the top. 5 agencies put the word “free” on that button.
→ A slogan instead of a promise
7 of the 20 agencies open with a slogan, such as “we grow”, instead of saying what you get. For an ad landing page that is a missed chance.
→ Proof often stays at the bottom
Only 8 agencies show a review score with a number at the top. The others show client logos, or place reviews further down.
→ Forms from 1 to 7 fields
Of the 15 forms on homepages, the middle one has 5 fields. 6 agencies keep it to 3 fields or fewer.
“Most landing pages we see do not have a design problem, they have a message problem. The ad promises one thing and the page tells a different story. So read your own page as someone who just clicked your ad: can you see within five seconds what you get, why you should get it here and what the next step is?”
What better landing pages delivered for our clients
Three examples of Game-changers clients, with the figures from our CRO (conversion rate optimisation) page.
→ Rug expertise centrum: 4 times the conversion rate
The online shop lost customers right before they bought. We rebuilt the shopping experience around clarity, trust and conversion, with better pages, proof and product visuals. Conversion went from under 2% to 8%, and profit rose by 76%.
→ Straalbedrijf Zeeland: €2.1 million in project value
One general website could not sell services as different as mobile blasting and offshore work. We built separate landing pages per type of buyer, with their own proof, benefits and offers. Result: €2.1 million in qualified project value, and 94% of enquiries came from new businesses.
→ BodyBalancer: 71% of leads become customers
One business subscription, but every industry bought it for a different reason. We built a landing page per audience, aimed at their goals and objections. 71% of leads become customers, and on average €36,000 in annual recurring revenue is added each month.
Getting your landing pages improved by Game-changers
You hear what improving your landing pages costs at Game-changers after a free call and an 8-hour analysis. Then you know exactly what will happen and what it delivers. We do not just look at the design, but at the whole path from ad to customer.
→ Free call and 8-hour analysis
We look at your ads, landing pages, forms and tracking, and you get a report with concrete improvements.
→ Research first, then build
We combine data, heatmaps, session recordings and reviews to see where visitors drop off.
→ Priority on impact
We start with the improvements that deliver most, and test where you have enough traffic.
→ Senior team
You always talk to a senior partner or the founder, not a junior account manager.
→ Your accounts, your data
Your website, ad accounts and tracking stay yours.
Market prices: RankPilot (34 Dutch CRO providers, 26 October 2026), Searchlab and webwrk (August 2026).
See our CRO service or book a free call. Advertising on Google? Also read what Google Ads costs in the Netherlands, or see how we work for online shops and local businesses.
Frequently asked questions about landing pages
What is a landing page?
A landing page is the page a visitor lands on after clicking an ad, email or search result. A good landing page has one goal, such as an enquiry or a purchase.
What is a good conversion rate?
The median of 41,000 landing pages is 6.6% (Unbounce, Q4 2024). For professional services it is 6.1%, for ecommerce 4.2%. Compare your page with your own industry and with your own figures from last month.
What is the difference between a landing page and a homepage?
A homepage tells everything about your business. A landing page is about one offer for one group, and matches the ad the visitor clicked.
How many fields should a form have?
As few as possible. For an enquiry, a name, an email or phone number and one qualifying question are usually enough. Baymard shows that even a checkout can work with 7 form fields.
How fast should a landing page load?
Google calls a page good when its largest element is on screen within 2.5 seconds on mobile. Test your page for free with PageSpeed Insights.
Do I need A/B testing?
Only if you have enough traffic to measure a reliable difference. With little traffic, start with improvements that almost always work: a clear headline, a short form and more proof.
What does a better landing page cost at Game-changers?
You hear what improving your landing pages costs at Game-changers after a free call and an 8-hour analysis. Then you know exactly what will happen and what it delivers.
Sources
→ Unbounce: Conversion Benchmark Report
Q4 2024, 41,000 landing pages, checked November 2026.
→ Think with Google: New Industry Benchmarks for Mobile Page Speed
February 2018.
→ Google and Deloitte: Milliseconds Make Millions (pdf)
Checked November 2026.
→ web.dev: Milliseconds make millions
Checked November 2026.
Checked November 2026.
→ Google Ads Help: About Quality Score
Checked November 2026.
→ CBS: Digitalisation and knowledge economy 2025, ICT use by people (Dutch)
2025 figures.
→ Baymard Institute: Checkout usability and reasons for abandonment
Checked November 2026.
→ Baymard Institute: Cart abandonment rate
Checked November 2026.
→ RankPilot: Conversie optimalisatie kosten (Dutch)
26 October 2026.
→ Searchlab: Wat kost conversie optimalisatie in 2026? (Dutch)
Checked November 2026.
→ webwrk: Wat kost een website laten maken in 2026 (Dutch)
Updated 21 August 2026.
→ Game-changers: CRO (conversion rate optimisation)
Client results Rug expertise centrum, Straalbedrijf Zeeland and BodyBalancer, checked November 2026.
→ Game-changers own research
Mobile homepages of 20 Dutch marketing agencies, 8 November 2026. Search volumes: Ahrefs, November 2026.
Over de auteur
About the author
Annefleur van Osta
Online marketing strateeg bij Game-changers. Schreef dit artikel en houdt de prijzen en bronnen actueel.
Online marketing strategist at Game-changers. Wrote this article and keeps the prices and sources up to date.
