Landing pages for Meta ads: a checklist that starts with the ad
Hookpair team. Updated
Most landing page checklists look at the page alone. Traffic from Facebook and Instagram arrives with a very specific expectation set by the ad, on a phone, often with half attention. This checklist starts from that moment.
The first screen
- The headline repeats the ad's main promise.
- The first image shows the product from the ad, ideally the same shot.
- The offer from the ad is visible without scrolling.
- One clear button, named after what happens next ("Add to cart", "Choose your size").
- Nothing covers the first screen: no pop-up before the visitor has seen anything.
The offer and price
- Price visible near the button, including any discount from the ad.
- Shipping costs or free-shipping threshold stated before checkout.
- If the ad mentions a bundle or variant, it is pre-selected.
Proof
- Each claim in the ad has evidence on the page: reviews, test results, guarantees.
- Reviews are real and attributable; star ratings show how many reviews they come from.
- Return policy and contact details are easy to find.
Speed and mobile
- The page is usable within a few seconds on mobile data.
- Images are compressed and sized for phones.
- Text is readable without zooming; buttons are easy to tap.
- The in-app browser of Instagram and Facebook doesn't break anything (test it by tapping your own ad).
Honesty and disclosure
- Advertorial-style pages are labelled as advertising.
- Testimonials and before-and-after images are genuine and typical, or say clearly that they are not.
- Health, finance and earnings claims follow Meta's advertising policies and local law.
If you want the first three sections checked against your actual ad, a free audit quotes every gap it finds.
Free tool: Message match check · Compare the ad's hook with the landing page headline: which words and offer numbers carry over, and which disappear after the click.
Questions
Should Meta ads go to the homepage?
Rarely. The homepage serves everyone; an ad makes one specific promise. Send the click to the page that continues that promise.
How long should a landing page for Meta ads be?
As long as the visitor needs to believe the promise. Impulse products need little; expensive or new products need more proof. Length matters less than the first screen.