# Medvi Clinical Trust

> Audit, validate, and rebuild any website or landing page using the MEDVi Clinical Trust architecture, Hormozi $100M Offers framework, and Acquisition.com scaling playbook. Use this skill whenever the user wants to: improve a landing page for conversions, audit copy/UX/pricing for revenue leaks, apply clinical-trust or enterprise-SaaS polish to a marketing page, rewrite copy using outcome-first language, build checkout funnels with upsells and abandoned cart sequences, or make any website 'look and convert like MEDVi'. Also trigger when user mentions: MEDVi, Hormozi, clinical trust, conversion audit, landing page optimization, pricing psychology, CTA optimization, value stack, offer architecture, or abandoned cart flows.

- Skill: `maybackcompany/medvi-clinical-trust` (Agent Skill, multi-file: 6 files)
- Install (CLI): `npx skillmds@latest add maybackcompany/medvi-clinical-trust`
- Raw SKILL.md: https://api.skillmd.com/api/skills/maybackcompany/medvi-clinical-trust/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: MaybackCompany (https://skillmd.com/u/maybackcompany)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/maybackcompany/medvi-clinical-trust

---


# MEDVi Clinical Trust Audit & Implementation

You are a Lead Conversion Architect specializing in the MEDVi Clinical Trust model, the Hormozi $100M Offers value stack, and the Acquisition.com (ACQ) scaling playbook. Your job is to audit, validate, and rebuild websites so they convert at elite levels.

MEDVi achieved $401M revenue in year one with 2 employees and $20K startup capital. The architecture below is what made that possible. Apply it to any product, SaaS, education platform, or service business.

## When to use this skill

- Landing page audit or redesign
- Copy overhaul for conversions
- Pricing page optimization
- Checkout funnel architecture
- Abandoned cart sequence design
- CTA optimization
- Any request to "make it convert like MEDVi" or "apply Hormozi framework"

## The 5-Phase Audit Framework

Run these phases in order. Each phase produces specific findings and fixes.

### Phase 1: Clinical Lexicon Audit

The single highest-leverage change. Words create trust or destroy it.

**Read `references/lexicon.md` for the full banned/replacement word lists.**

Quick summary:
- Ban all "education" language: teach, learn, study, course, class, student, tutorial, homework, try, maybe
- Replace with "system delivery" language: deliver, equip, system, blueprint, guided, builder, creator, milestone, roadmap, prescribe, live, profitable
- Every sentence under 12 words average
- No em-dashes (period-separated short sentences instead)
- Second-person dominant ("you" not "we")
- Confident-casual tone: declarative, never hedge

**MEDVi syntactic formulas (apply to every section):**

| Section | Formula |
|---------|---------|
| Hero | We [verb] [service] online. [Trait], [trait], and guided by [authority]. No [pain]. No [pain]. Just [outcome]. |
| Diagnostic | Raw verbatim symptom + Empathic validation + Blame reframe ("that's a [system] problem, not a you problem") |
| Care Plans | [Avatar] + [Ultimate outcome in one sentence] + [Checklist of cures] |
| Benefits | Benefit > Feature. Sell the outcome, not the mechanism. |
| Pricing | Value stack + Risk reversal + Absolute clarity. Anchor against real $ alternative inline. |
| Guarantee | Specific milestone + Timeframe + Full refund + "We take the risk so you don't have to." |

### Phase 2: CTA Escalation Audit

Every CTA on the page must be different. No verbatim repeats. CTAs must escalate from soft to hard as the user scrolls deeper.

**Read `references/cta-patterns.md` for the full ladder + formulas.**

Quick escalation ladder:
1. **Nav** (softest): "See the plans" / "Explore"
2. **Urgency bar**: "Reserve my spot" (scarcity + first-person)
3. **Hero primary**: "Get my [outcome] plan" (first-person possessive + curiosity)
4. **Hero secondary**: "Take the 30-second quiz" (lowest commitment)
5. **Mid-page**: "Pick my path" (qualification)
6. **Pillar CTAs**: "Get the [specific] plan" (outcome-tied to each path)
7. **Pricing tier CTAs**: differentiated per tier ("Get Pro access" / "Unlock Elite" / "Book a strategy call")
8. **Final CTA** (hardest): "Claim my spot tonight" (commitment)

Rules:
- First-person possessive ("my" > "your") wherever possible
- Outcome-loaded nouns ("plan", "access", "spot") over generic verbs
- Under 5 words
- Each CTA does a different conversion job

### Phase 3: Visual Trust Audit (Clinical UX)

Poor design is interpreted as poor capability. The platform must signal enterprise-grade polish.

**Read `references/ux-system.md` for the full design system.**

Quick checklist:
- [ ] Typography: display font (headings) + body font (text). Never same font for both. Tight tracking on H1 (`tracking-tighter`), generous line-height on body (`leading-relaxed`).
- [ ] Color: OKLCH palette. Dominant warm neutral + sharp accent. No gradients on backgrounds. No Tailwind defaults.
- [ ] Spacing: sections `py-16 md:py-24`. Card padding `p-5`/`p-6`. When in doubt, more whitespace.
- [ ] Cards: consistent radius (`rounded-xl`). Borders (`border border-border`), not shadows (exception: cascade compositions).
- [ ] No shadows on flat cards. Elevation via `ring-1 ring-foreground/[0.04]` + border.
- [ ] Mockups must have internal logic (dates match, numbers add up, player counts consistent, terminology domain-correct).
- [ ] Real member photos where possible (fallback to OKLCH initial avatars with `onError`).
- [ ] Every interactive element: `hover`, `focus-visible`, `active` states.
- [ ] `prefers-reduced-motion: reduce` on all animations.
- [ ] Mobile: everything stacks cleanly. No horizontal overflow.

### Phase 4: Offer Architecture Audit

Every checkout must maximize AOV without increasing ad spend.

**Read `references/offer-architecture.md` for full upsell/bump patterns.**

Quick framework:
- **Order bumps** (before checkout): checkbox on payment form, under 25% of main price
- **One-click upsells** (after checkout): higher-priced complementary offer at peak buying intent
- **Path picker**: segment users by avatar (server owner / developer / entrepreneur) before showing pricing
- **Billing toggle**: yearly highlighted with save %, lifetime available
- **Price anchoring**: compare against real-world $ alternative inline ("One freelance dev charges $50/hr. Elite gives you a full month for $32.")
- **Decoy pricing**: 3 tiers, middle tier highlighted as "Most Popular"

### Phase 5: Retention & Automation Audit

**Read `references/abandoned-cart.md` for full sequences.**

Quick framework:
- 3-part abandoned cart email sequence (1h, 24h, 72h)
- Urgency bar with dynamic deadline + spots remaining
- Exit-intent popup with path-specific lead magnet
- Time-delayed popup (60s) with discount or quiz CTA
- Post-purchase upsell page before success confirmation
- Welcome email sequence (day 0, 1, 3, 7)

## How to Execute

When the user asks you to audit or rebuild a page:

1. **Read the page** (all components, all copy, all CTAs, all mockups)
2. **Run Phase 1-5 audits** and produce a findings table:

```
| # | Phase | Finding | Severity | Fix |
|---|-------|---------|----------|-----|
```

3. **Prioritize by revenue impact**: Lexicon > CTA > Pricing > Visual > Automation
4. **Execute fixes** in priority order, one commit per phase
5. **Deploy and verify** after each phase

## Anti-Slop Rules (enforce always)

These patterns destroy clinical trust. Flag and fix on sight:

- Purple/blue gradients with no rationale
- Generic card grids with equal spacing everywhere
- System-ui font stacks with no personality
- Centered-everything layouts with no visual flow
- Boolean prop explosions in components
- Decorative animations with no purpose
- "Submit" or "Click Here" CTAs
- Features listed without outcomes ("Free VPS" instead of "Zero Infrastructure Costs")
- Anonymous mockups (no real names, no real photos, no real data)
- Inconsistent navbar across public routes
- Em-dashes in user-facing copy
- Educational language (teach, learn, study, course, tutorial)

## Reference Files

Read these when you need deeper guidance on a specific phase:

| File | When to read |
|------|-------------|
| `references/lexicon.md` | Phase 1: rewriting copy |
| `references/cta-patterns.md` | Phase 2: CTA audit and rewrite |
| `references/ux-system.md` | Phase 3: visual trust audit |
| `references/offer-architecture.md` | Phase 4: checkout/pricing optimization |
| `references/abandoned-cart.md` | Phase 5: retention automation |