Landing Page Auditor

Landing Page Auditor

This skill provides a systematic framework for auditing landing pages and identifying high-impact optimization opportunities.

When to Use

• Reviewing landing pages before launch
• Analyzing underperforming pages
• Preparing optimization recommendations
• Identifying conversion blockers
• Prioritizing improvement efforts
• Supporting /improve-site command

Audit Workflow

Step 1: First Impression Test (5 seconds)

View the page for exactly 5 seconds, then answer:

• What is the page offering?
• Who is it for?
• What should I do next?
• Why should I trust this?

If any answer is unclear → Critical issue.

Step 2: Section-by-Section Audit

Run through each section using the checklist in references/audit-checklist.md.

Step 3: Score the Page

Use the scoring system below to quantify issues.

Step 4: Prioritize Recommendations

Rank fixes by Impact × Effort matrix.

Scoring System

Category Weights

Total Possible: 100 points

Score Interpretation

Quick Audit Framework

Above-Fold Essentials (25 points)

• Clear headline stating the value proposition (0-5)
• Supporting subheadline with specifics (0-3)
• Visible CTA without scrolling (0-5)
• Relevant hero image or visual (0-4)
• Trust indicator present (0-3)
• Load time under 3 seconds (0-5)

Copy & Messaging (20 points)

• Headline addresses reader directly (0-3)
• Benefits over features (0-4)
• Problem clearly articulated (0-3)
• Solution clearly explained (0-3)
• Objections addressed (0-3)
• Appropriate length for offer (0-4)

CTA & Conversion Path (20 points)

• Single clear primary CTA (0-5)
• CTA copy is action-oriented (0-3)
• CTA stands out visually (0-4)
• Form fields minimized (0-3)
• Clear next step explained (0-3)
• No competing CTAs (0-2)

Trust & Social Proof (15 points)

• Testimonials with specifics (0-4)
• Case studies or results (0-3)
• Trust badges present (0-2)
• Client logos or "as seen in" (0-2)
• Guarantee or risk reversal (0-2)
• Contact information visible (0-2)

Design & UX (10 points)

• Visual hierarchy clear (0-3)
• Consistent branding (0-2)
• Readable typography (0-2)
• Mobile responsive (0-3)

Technical Performance (10 points)

• Page loads in under 3s (0-4)
• No broken elements (0-2)
• Forms work correctly (0-2)
• Analytics tracking present (0-2)

Common Conversion Killers

Critical (Fix Immediately)

1. No clear CTA - Visitors don't know what to do
2. Slow load time - Every second costs conversions
3. Unclear value proposition - Why should they care?
4. No trust signals - Why should they believe you?
5. Mobile broken - 50%+ traffic is mobile

High Priority (Fix Soon)

6. Too many CTAs - Paradox of choice kills action
7. Weak headline - Not benefit-focused
8. Long forms - Every field reduces conversions
9. No social proof - Testimonials matter
10. Generic copy - "We're the best" means nothing

Medium Priority (Optimize)

11. Poor visual hierarchy - Eye doesn't flow naturally
12. Friction in process - Too many steps
13. Lack of urgency - No reason to act now
14. Missing guarantee - Risk not reversed
15. Below-fold CTA only - Some won't scroll

Priority Matrix

High Impact + Easy Fix (Do First)

• Rewrite weak headline
• Add testimonial
• Improve CTA copy
• Add trust badges
• Shorten forms

High Impact + Hard Fix (Plan For)

• Page speed optimization
• Complete copy overhaul
• Mobile redesign
• New hero section

Low Impact + Easy Fix (Quick Wins)

• Button color tests
• Image swaps
• Micro-copy improvements
• Form field labels

Low Impact + Hard Fix (Skip Unless Necessary)

• Complete redesign
• Platform migration
• Animation additions

Audit Report Format

## Landing Page Audit Report

**Page:** [URL]
**Date:** [Date]
**Overall Score:** [X]/100 ([Rating])

### Executive Summary
[2-3 sentences on overall findings]

### Scores by Category
- Above-Fold: X/25
- Copy & Messaging: X/20
- CTA & Conversion Path: X/20
- Trust & Social Proof: X/15
- Design & UX: X/10
- Technical: X/10

### Critical Issues (Fix Immediately)
1. [Issue] - [Recommendation]
2. [Issue] - [Recommendation]

### High Priority Improvements
1. [Issue] - [Recommendation]
2. [Issue] - [Recommendation]

### Quick Wins
1. [Issue] - [Recommendation]

### Detailed Findings
[Section-by-section analysis]

Integration with Lead Gen Jay

When auditing pages:

1. Use this skill's framework for systematic analysis
2. Reference dan-kennedy-copywriter skill for copy improvements
3. Reference conversion-copywriting skill for awareness matching
4. Reference social-proof-builder skill for trust elements
5. Use /improve-site command to implement recommendations

Reference Materials

For complete checklist, consult:

• references/audit-checklist.md - 50+ point detailed checklist