Landing Page Auditor
SKILL.md
HOW_TO_USE.md
skillsmarketingSKILL.md
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# Landing Page Auditor
Turn underperforming landing pages into conversion machines.
## Core Philosophy
**Every element either helps conversion or hurts it.** There's no neutral. A landing page is a persuasion sequence—each section must earn the visitor's continued attention and move them toward action.
**The Goal:** Identify exactly why visitors aren't converting and what to fix first.
**The Principle:** Systematic evaluation of the 7 conversion pillars—Clarity, Relevance, Value, Trust, Urgency, Friction, and Design.
---
## Required Context
### Must Have
**1. Landing Page Access**
One of:
- Live URL (preferred)
- Screenshots (full page, above-the-fold, and mobile)
- Copy document with layout description
**2. Page Purpose**
- Primary conversion goal (signup, purchase, download, demo request, etc.)
- Target audience (who is this page for?)
### Strongly Recommended
**3. Traffic Source Context**
- Where visitors come from (paid ads, organic, email, social)
- Ad copy or email that drives traffic (for message match analysis)
- Keywords or targeting used
**4. Current Performance**
- Conversion rate (if known)
- Bounce rate
- Time on page
- Traffic volume
### Nice to Have
- Heatmaps or scroll depth data
- Form analytics (if applicable)
- User recordings or session replays
- A/B test history
- Competitor landing pages for comparison
---
## Analysis Framework
### The 7 Conversion Pillars
| Pillar | Question | Weight |
|--------|----------|--------|
| **Clarity** | Do visitors instantly understand what this is? | Critical |
| **Relevance** | Does it match what brought them here? | Critical |
| **Value** | Is the benefit worth the ask? | Critical |
| **Trust** | Do visitors believe the claims? | High |
| **Urgency** | Why should they act now? | Medium |
| **Friction** | What makes action difficult? | High |
| **Design** | Does visual hierarchy guide to CTA? | Medium |
---
### Pillar 1: Clarity Audit
**The 5-Second Test:** If a stranger glanced at this page for 5 seconds, could they answer:
- What is this?
- Who is it for?
- What do I do next?
**Evaluation Criteria:**
| Element | Check | Score |
|---------|-------|-------|
| Headline | States clear outcome or benefit | 0-10 |
| Subheadline | Clarifies how/what | 0-10 |
| Hero Section | Single focus, no competing messages | 0-10 |
| CTA | Action is obvious and specific | 0-10 |
| Visual | Supports message, not decorative | 0-10 |
**Common Clarity Killers:**
- Clever/vague headlines that require thinking
- Multiple value propositions competing for attention
- Industry jargon or technical terms
- Buried or unclear CTA
- Hero image that doesn't reinforce message
**Clarity Score:** ___ / 50
---
### Pillar 2: Relevance Audit (Message Match)
**The Promise-Delivery Test:** Does the page deliver what the traffic source promised?
**For Paid Ads:**
| Ad Element | Landing Page Match | Score |
|------------|-------------------|-------|
| Ad headline | Reflected in page headline | 0-10 |
| Ad offer | Prominently displayed | 0-10 |
| Ad keywords | Present in page copy | 0-10 |
| Ad imagery | Consistent visual style | 0-10 |
| Audience targeting | Language matches audience | 0-10 |
**Message Match Scoring:**
| Score | Assessment | Impact |
|-------|------------|--------|
| 40-50 | Excellent match | Baseline conversion |
| 30-39 | Good match | ~10-15% conversion loss |
| 20-29 | Weak match | ~25-40% conversion loss |
| <20 | Mismatch | ~50%+ conversion loss |
**Common Relevance Killers:**
- Generic landing page for specific ad
- Headline doesn't echo ad promise
- Offer mentioned in ad is buried or missing
- Different tone/style than traffic source
- Audience mismatch (B2B ad to B2C page)
**Relevance Score:** ___ / 50
---
### Pillar 3: Value Proposition Audit
**The "So What?" Test:** Does every claim pass the "so what?" challenge?
**Value Hierarchy Check:**
| Level | Element | Present? | Clear? |
|-------|---------|----------|--------|
| 1 | Primary benefit (outcome) | Y/N | Y/N |
| 2 | Supporting benefits (features→benefits) | Y/N | Y/N |
| 3 | Differentiation (why you vs others) | Y/N | Y/N |
| 4 | Proof (evidence it works) | Y/N | Y/N |
**Value Proposition Framework:**
```
[End Result] + [Time Period] + [Address Objection]
Example: "Get 50% more leads in 30 days—without increasing ad spend"
```
**Evaluation Criteria:**
| Element | Check | Score |
|---------|-------|-------|
| Outcome Focus | Benefits over features | 0-10 |
| Specificity | Concrete vs vague claims | 0-10 |
| Differentiation | Clear reason to choose this | 0-10 |
| Believability | Claims feel achievable | 0-10 |
| Desire Creation | Makes visitor want this | 0-10 |
**Common Value Killers:**
- Feature lists without benefit translation
- Vague claims ("best-in-class," "innovative")
- Missing differentiation from alternatives
- No quantification of value
- Benefit buried below the fold
**Value Score:** ___ / 50
---
### Pillar 4: Trust Audit
**The Skeptic Test:** Would a cynical first-time visitor believe these claims?
**Trust Elements Inventory:**
| Trust Signal | Present? | Quality | Placement |
|--------------|----------|---------|-----------|
| Customer logos | Y/N | High/Med/Low | Above/Below fold |
| Testimonials | Y/N | High/Med/Low | Above/Below fold |
| Case studies | Y/N | High/Med/Low | Above/Below fold |
| Reviews/ratings | Y/N | High/Med/Low | Above/Below fold |
| Security badges | Y/N | High/Med/Low | Above/Below fold |
| Media mentions | Y/N | High/Med/Low | Above/Below fold |
| Certifications | Y/N | High/Med/Low | Above/Below fold |
| Data/statistics | Y/N | High/Med/Low | Above/Below fold |
| Guarantees | Y/N | High/Med/Low | Above/Below fold |
**Trust Signal Quality Assessment:**
| Quality | Characteristics |
|---------|-----------------|
| High | Specific, verifiable, relevant, recognized |
| Medium | Present but generic or less recognizable |
| Low | Vague, unverifiable, or irrelevant |
**Testimonial Quality Check:**
- [ ] Real names and photos
- [ ] Specific results/outcomes mentioned
- [ ] Relevant to target audience
- [ ] Addresses common objections
- [ ] Verifiable (company, title, LinkedIn)
**Trust Score:** ___ / 50
---
### Pillar 5: Urgency Audit
**The "Later" Test:** Is there any reason to act now vs. bookmark for later?
**Urgency Types:**
| Type | Example | Effectiveness |
|------|---------|---------------|
| Real scarcity | "Only 3 spots left" | High (if true) |
| Deadline | "Offer ends Friday" | High |
| Price urgency | "Price increases next month" | Medium-High |
| Bonus urgency | "Bonus expires in 24 hours" | Medium |
| Implied urgency | "Start seeing results today" | Low-Medium |
| No urgency | Generic evergreen page | Low |
**Urgency Evaluation:**
| Element | Check | Score |
|---------|-------|-------|
| Urgency Present | Any time-sensitivity? | 0-10 |
| Authenticity | Is it believable/real? | 0-10 |
| Visibility | Is it prominent? | 0-10 |
| Consequence | Clear cost of waiting? | 0-10 |
| Ethical | Not manipulative/fake? | 0-10 |
**Urgency Score:** ___ / 50
---
### Pillar 6: Friction Audit
**The Lazy User Test:** How easy is it to complete the desired action?
**Form Friction Analysis:**
| Factor | Current State | Friction Level |
|--------|---------------|----------------|
| Number of fields | [X] fields | Low (<4) / Med (4-7) / High (>7) |
| Required vs optional | [X] required | Count them |
| Field types | [List them] | Dropdowns vs text vs phone |
| Multi-step? | Y/N | Added friction if poorly designed |
| Error handling | [Assessment] | Clear, inline, helpful? |
**Field-by-Field Friction:**
| Field | Necessary? | Friction | Recommendation |
|-------|------------|----------|----------------|
| Email | Yes | Low | Keep |
| Phone | Maybe | High | Make optional or remove |
| Company size | Maybe | Medium | Dropdown if needed |
| Message | Rarely | High | Remove or make optional |
**Page-Level Friction:**
| Element | Check | Friction Added |
|---------|-------|----------------|
| Navigation | Visible? | High if yes (exit points) |
| Footer links | Distracting? | Medium if prominent |
| Multiple CTAs | Competing? | High if conflicting actions |
| Pop-ups | Interrupting? | High if poorly timed |
| Load time | Slow? | Critical if >3 seconds |
| Mobile | Optimized? | Critical if not |
**Friction Score:** ___ / 50 (Inverted—higher = less friction)
---
### Pillar 7: Design & Visual Hierarchy Audit
**The Squint Test:** When squinted at, does the page's visual hierarchy guide toward CTA?
**Visual Hierarchy Check:**
| Element | Assessment | Score |
|---------|------------|-------|
| CTA visibility | Stands out immediately | 0-10 |
| Whitespace | Adequate breathing room | 0-10 |
| Content flow | Natural eye path to CTA | 0-10 |
| Contrast | Key elements pop | 0-10 |
| Mobile design | Responsive, thumb-friendly | 0-10 |
**Design Red Flags:**
- [ ] CTA below the fold on mobile
- [ ] CTA color doesn't contrast with page
- [ ] Multiple visual focal points competing
- [ ] Dense text blocks without breaks
- [ ] Slow-loading images or animations
- [ ] Horizontal scrolling required
- [ ] Text over busy images (unreadable)
- [ ] Inconsistent styling/fonts
**Design Score:** ___ / 50
---
## Output Format
### Executive Summary
```
LANDING PAGE HEALTH SCORE: XX/100 [GRADE]
Page: [URL or Name]
Goal: [Primary conversion action]
Traffic Source: [Where visitors come from]
CRITICAL ISSUES: X found
HIGH-PRIORITY FIXES: X identified
ESTIMATED CONVERSION LIFT: +XX-XX% (if fixed)
```
**Grade Scale:**
| Score | Grade | Assessment |
|-------|-------|------------|
| 85-100 | A | High-performing, minor optimizations |
| 70-84 | B | Good foundation, clear improvements available |
| 55-69 | C | Significant issues hurting conversion |
| 40-54 | D | Major problems, needs overhaul |
| <40 | F | Fundamentally broken, rebuild recommended |
---
### Pillar Scores Breakdown
```
CLARITY: ██████████░░░░░ 38/50
RELEVANCE: ████████████░░░ 42/50
VALUE: ██████░░░░░░░░░ 28/50 ⚠️ WEAK
TRUST: ████████████░░░ 44/50
URGENCY: ████░░░░░░░░░░░ 18/50 ⚠️ WEAK
FRICTION: ██████████████░ 46/50
DESIGN: ████████████░░░ 40/50
OVERALL: 256/350 = 73/100 (B)
```
---
### Critical Issues (Fix Immediately)
**Issue 1: [Title]**
- **Pillar:** [Which pillar]
- **Problem:** [Specific description]
- **Evidence:** [What I observed]
- **Impact:** Estimated XX% conversion loss
- **Fix:** [Specific recommendation]
- **Priority:** CRITICAL
---
**Issue 2: [Title]**
[Same format]
---
### High-Priority Improvements
**Improvement 1: [Title]**
- **Pillar:** [Which pillar]
- **Current:** [What exists now]
- **Recommended:** [What it should be]
- **Expected Impact:** +X-X% conversion lift
- **Effort:** Low / Medium / High
- **Priority:** HIGH
---
### Quick Wins (Low Effort, Good Impact)
| Fix | Pillar | Effort | Impact | Do This |
|-----|--------|--------|--------|---------|
| [Fix 1] | [Pillar] | Low | Medium | [Action] |
| [Fix 2] | [Pillar] | Low | High | [Action] |
| [Fix 3] | [Pillar] | Low | Medium | [Action] |
---
### Detailed Analysis by Section
**Above the Fold:**
- Headline: [Assessment]
- Subheadline: [Assessment]
- Hero Image/Video: [Assessment]
- Primary CTA: [Assessment]
- Message Match: [Assessment]
**Body Content:**
- Value Proposition: [Assessment]
- Benefits Communication: [Assessment]
- Feature Presentation: [Assessment]
- Content Flow: [Assessment]
**Trust Section:**
- Social Proof: [Assessment]
- Testimonials: [Assessment]
- Logos/Badges: [Assessment]
- Guarantees: [Assessment]
**Conversion Section:**
- Form/CTA: [Assessment]
- Friction Points: [Assessment]
- Objection Handling: [Assessment]
- Urgency Elements: [Assessment]
---
### Rewrite Recommendations
**Current Headline:**
> "[Current headline text]"
**Recommended Headline:**
> "[Improved headline with rationale]"
**Why:** [Explanation of improvement]
---
**Current CTA:**
> "[Current CTA text]"
**Recommended CTA:**
> "[Improved CTA with rationale]"
**Why:** [Explanation of improvement]
---
### A/B Test Recommendations
| Test | Hypothesis | Expected Lift | Confidence |
|------|------------|---------------|------------|
| [Test 1] | If we [change], then [outcome] because [reason] | +X-X% | High/Med/Low |
| [Test 2] | If we [change], then [outcome] because [reason] | +X-X% | High/Med/Low |
| [Test 3] | If we [change], then [outcome] because [reason] | +X-X% | High/Med/Low |
**Recommended Test Priority:**
1. [Test name] - Highest impact, easiest to implement
2. [Test name] - Good impact, medium effort
3. [Test name] - Worth testing after basics fixed
---
### Competitor Comparison (if provided)
| Element | Your Page | Competitor A | Winner |
|---------|-----------|--------------|--------|
| Headline clarity | X/10 | X/10 | [Who] |
| Value proposition | X/10 | X/10 | [Who] |
| Trust signals | X/10 | X/10 | [Who] |
| CTA strength | X/10 | X/10 | [Who] |
| Form friction | X/10 | X/10 | [Who] |
**Key Competitive Gaps:**
- [Gap 1 and recommendation]
- [Gap 2 and recommendation]
---
### Implementation Roadmap
**Week 1 - Critical Fixes:**
- [ ] [Fix 1 - specific action]
- [ ] [Fix 2 - specific action]
- [ ] [Fix 3 - specific action]
**Week 2 - High Priority:**
- [ ] [Improvement 1]
- [ ] [Improvement 2]
- [ ] Set up A/B test for [element]
**Week 3-4 - Optimization:**
- [ ] Launch A/B test
- [ ] Implement remaining improvements
- [ ] Monitor conversion lift
**Success Metrics:**
- Primary: Conversion rate increase from X% to Y%
- Secondary: Bounce rate decrease
- Secondary: Time to conversion decrease
---
## Special Scenarios
### Scenario 1: E-commerce Product Page
**Additional Focus:**
- Product images (quality, angles, zoom)
- Price presentation and anchoring
- Shipping/return information visibility
- Add-to-cart prominence
- Cross-sells/upsells (help or hurt?)
- Reviews and ratings integration
### Scenario 2: SaaS Sign-up Page
**Additional Focus:**
- Free trial vs. paid positioning
- Pricing transparency
- Feature comparison clarity
- Integration/compatibility mentions
- Onboarding expectation setting
- Security/privacy for data concerns
### Scenario 3: Lead Generation Page
**Additional Focus:**
- Lead magnet value clarity
- Form length vs. lead quality trade-off
- Follow-up expectation setting
- Privacy/spam reassurance
- Qualification questions (if B2B)
### Scenario 4: Event/Webinar Registration
**Additional Focus:**
- Date/time prominence and timezone
- Speaker credibility
- Agenda/takeaways clarity
- Calendar integration
- Replay availability mention
- Social proof (registrant count)
---
## Limitations
**I can assess:**
- Visual design and hierarchy (from screenshots/URL)
- Copy effectiveness and clarity
- Trust signal presence and quality
- Obvious friction points
- Message match (if ad/email provided)
- Mobile responsiveness (if screenshot provided)
**I cannot assess:**
- Actual page load speed (use PageSpeed Insights)
- Real user behavior (need analytics/heatmaps)
- Technical functionality (forms, tracking)
- SEO factors (different analysis)
- Backend conversion tracking accuracy
- Statistical significance of changes
**For complete analysis, also provide:**
- Google Analytics / conversion data
- Heatmaps (Hotjar, Crazy Egg, etc.)
- Session recordings
- Form analytics
- A/B test history
---
## Quality Checklist
Before delivering audit:
- [ ] All 7 pillars evaluated with scores
- [ ] Critical issues clearly identified
- [ ] Fixes are specific and actionable
- [ ] Priority order is justified
- [ ] Expected impact estimated for each fix
- [ ] Rewrite suggestions provided for weak copy
- [ ] A/B test hypotheses are testable
- [ ] Implementation roadmap is realistic
- [ ] Limitations acknowledged
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