landing-page-audit

Landing Page Audit

Systematic conversion rate optimization analysis with prioritized recommendations.

Process

1. Capture the page - URL or screenshot (note if only partial view)
2. Evaluate above-the-fold - First impression, clarity, CTA visibility
3. Assess messaging - Headline frameworks, copy quality, benefit focus
4. Check trust signals - Social proof, credibility markers
5. Identify conversion killers - Friction points, distractions
6. Prioritize by impact - High impact fixes first

Headline Framework Evaluation

Test headlines against these proven frameworks:

Framework	Structure	Example
4U's	Urgent + Unique + Useful + Ultra-specific	"Double Your Sales in 30 Days"
AIDA	Attention → Interest → Desire → Action	Pattern through page sections
PAS	Problem → Agitate → Solution	Lead with pain, twist knife, offer relief
BAB	Before → After → Bridge	Show transformation

Above-the-Fold Checklist

• Compelling headline with clear value proposition
• Supporting subheadline explaining "how"
• Hero image/video representing outcome (not just product)
• Primary CTA button (contrasting color, above fold)
• Trust signal (logo bar, rating, or testimonial)
• Minimal navigation (remove distracting links)

CTA Placement Best Practices

Location	Purpose
Hero section	Primary conversion, most visible
After value proposition	Reinforce after communicating value
After social proof	Convert after building trust
After features/benefits	Capture after educating
Sticky header/footer	Persistent access on long pages

Top 10 Conversion Killers

Killer	Impact	Fix
Slow page load (>3s)	7% drop per second	Optimize images, CDN
Ad/landing mismatch	Trust destroyed	Match headlines
Unclear value prop	Confusion = bounce	Clarify headline
Competing CTAs	Decision paralysis	One primary CTA
Too many form fields	Friction	Reduce to essentials
No trust signals	Skepticism	Add proof
Poor mobile experience	50%+ traffic lost	Responsive design
CTA below fold	Invisible	Move up
Visual clutter	Overwhelm	Simplify
Weak CTA copy	No motivation	Action verbs + value

Output Format

## Landing Page Audit

**URL/Page**: [Identifier]
**Analysis Date**: [Date]
**Overall Score**: [X/100]

### Above-the-Fold Assessment
| Element | Present? | Effectiveness |
|---------|----------|---------------|
| Clear headline | ✅/❌ | [Score]/10 |
| Supporting subhead | ✅/❌ | [Score]/10 |
| Hero visual | ✅/❌ | [Score]/10 |
| Primary CTA visible | ✅/❌ | [Score]/10 |
| Trust signal | ✅/❌ | [Score]/10 |

### Headline Analysis
- **Current**: "[Quote]"
- **Framework Match**: [AIDA/PAS/BAB/4U's or None]
- **Issues**: [List]
- **Suggested Rewrite**: "[Improved version]"

### Conversion Killers Detected
| Issue | Severity | Impact | Fix |
|-------|----------|--------|-----|
| | 🔴/🟡/🟢 | High/Med/Low | |

### CTA Audit
| CTA | Location | Copy | Issues |
|-----|----------|------|--------|
| Primary | | | |
| Secondary | | | |

### Trust Signal Inventory
- [ ] Customer logos
- [ ] Testimonials
- [ ] Star ratings
- [ ] Case study mentions
- [ ] Certifications/awards
- [ ] Security badges
- [ ] Guarantee

### Priority Action Plan
| Priority | Fix | Expected Impact | Effort |
|----------|-----|-----------------|--------|
| 1 | | +X% conversion | Low/Med/High |
| 2 | | | |
| 3 | | | |

### Mobile Assessment
- [ ] Responsive layout
- [ ] Touch-friendly buttons (44px+)
- [ ] Readable text without zoom
- [ ] Fast load on 3G
- [ ] Form optimized for mobile

### Confidence Level: [HIGH/MEDIUM/LOW]

Example

Input: [Screenshot of SaaS landing page with "We help businesses grow" headline, no visible CTA above fold, three testimonials at bottom]

Output:

## Landing Page Audit

**Overall Score**: 52/100

### Above-the-Fold Assessment
| Element | Present? | Effectiveness |
|---------|----------|---------------|
| Clear headline | ❌ | 3/10 - Too vague |
| Supporting subhead | ✅ | 5/10 |
| Hero visual | ✅ | 6/10 |
| Primary CTA visible | ❌ | 0/10 - Below fold |
| Trust signal | ❌ | 0/10 |

### Headline Analysis
- **Current**: "We help businesses grow"
- **Framework Match**: None
- **Issues**: Vague, no specificity, no unique value
- **Suggested Rewrite**: "Grow Revenue 40% in 90 Days with AI-Powered Analytics"

### Conversion Killers Detected
| Issue | Severity | Impact | Fix |
|-------|----------|--------|-----|
| CTA below fold | 🔴 | High | Move primary CTA to hero |
| Vague headline | 🔴 | High | Add specificity + outcome |
| No trust signals above fold | 🟡 | Med | Add logo bar or rating |

### Priority Action Plan
| Priority | Fix | Expected Impact | Effort |
|----------|-----|-----------------|--------|
| 1 | Move CTA above fold | +15-25% | Low |
| 2 | Rewrite headline with specifics | +10-20% | Low |
| 3 | Add trust signal above fold | +5-10% | Low |

### Confidence Level: HIGH
Clear issues with established solutions.

Guidelines

• If only partial screenshot, note which sections couldn't be assessed
• Always provide specific rewrite suggestions, not just criticism
• Prioritize by impact × effort ratio
• Note if mobile assessment requires separate screenshot
• Never claim exact conversion lift percentages - use ranges