Landing Page Audit: One Page, Every Dollar

What We Keep Finding

Landing pages are conversion distilled, which means their failures are too. The hero headline as an image with no text. The signup form with placeholder-only labels that vanish on focus. The video that autoplays sound over a screen reader trying to speak. The CTA that says "Learn more" eleven times.

That last one deserves a correction, because it is the finding most often written up at the wrong level. Link text is allowed to borrow its meaning from what surrounds it. Three "Learn more" links, each inside its own card with its own heading, conform at Level AA, because the rule accepts context from the enclosing list item, paragraph or table cell. The stricter test, the one asking a link to make sense read out entirely alone, sits at Level AAA. What still matters at AA is that identical words do not lead to different places, which is where a landing page usually goes wrong.

The two rules a hero-and-form page fails most often are about size, and almost nobody checks them. Text has to survive being enlarged to 200% with nothing lost. And at 400% zoom, which works out to a 320-pixel-wide window, the page has to reflow rather than make people scroll sideways to read a line. A full-bleed hero with a fixed-width form is the exact shape that breaks both. And the rule does not demand a single column, whatever your developer has been told.

You are paying per visitor. The fraction who arrive with assistive technology paid the same to reach a page that may not work for them. Unlike every other page on your site, this one has a meter running on it.