# Landing Page Audit > Audits landing pages for conversion optimization with layout, copy, social proof, and CTA recommendations. Use when you need to improve a landing page's conversion rate or identify why a page is underperforming. - Skill: `reaperinvest/landing-page-audit` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/landing-page-audit` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/landing-page-audit/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/landing-page-audit --- # Landing Page Audit ## When to Use This Skill Use this skill when you need to: - Audit an existing landing page for conversion optimization opportunities - Identify why a landing page has a low conversion rate - Get actionable recommendations to improve layout, copy, social proof, and CTAs - Prepare a structured audit report for a client or team **DO NOT** use this skill for full website audits, SEO audits, or building a new landing page from scratch. This is specifically for evaluating and improving an existing landing page. --- ## Core Principle EVERY RECOMMENDATION MUST TIE DIRECTLY TO A CONVERSION OUTCOME — NEVER SUGGEST CHANGES FOR AESTHETIC REASONS ALONE. --- ## Phase 1: Page Intake Before auditing, gather the information needed to evaluate the page in context. ### Required Inputs Ask the user for each of these. If they do not provide one, use the default. | Input | What to Ask | Default | |-------|------------|---------| | **Page URL or content** | "Share the landing page URL or paste the HTML/copy." | No default — must be provided | | **Page goal** | "What is the single conversion action? (buy, sign up, book a call, download)" | Lead capture (email opt-in) | | **Target audience** | "Who is this page designed for?" | Small business owners and solopreneurs | | **Traffic source** | "Where does most traffic come from? (ads, organic, email, social)" | Paid ads | | **Current conversion rate** | "What is the current conversion rate, if known?" | Unknown | **GATE: Do not proceed until the user provides the page content or URL and confirms the goal.** --- ## Phase 2: Audit Framework Evaluate the landing page across these five pillars. Score each 1-10 and provide specific findings. ### 1. Above-the-Fold Impact (First Screen) - **Headline clarity:** Does it communicate the offer in under 5 seconds? - **Value proposition:** Is the benefit obvious without scrolling? - **Visual hierarchy:** Does the eye flow naturally to the CTA? - **Hero image/video:** Does it support the message or distract? - **CTA visibility:** Is there a clear, visible call-to-action above the fold? ### 2. Copy and Messaging - **Headline-ad match:** Does the page headline match the traffic source promise? - **Benefit vs. feature ratio:** Are benefits leading, with features supporting? - **Specificity:** Are claims backed by numbers, timeframes, or concrete outcomes? - **Objection handling:** Does the copy address the top 3 buying objections? - **Reading level:** Is the copy accessible (target 6th-8th grade level)? ### 3. Social Proof and Trust - **Testimonials:** Are there specific, attributed testimonials with results? - **Trust badges:** Logos, certifications, security seals, media mentions? - **Numbers:** User count, results achieved, years in business? - **Risk reversal:** Money-back guarantee, free trial, no-commitment language? ### 4. CTA and Conversion Elements - **CTA copy:** Does the button text communicate value (not just "Submit")? - **CTA frequency:** Is there a CTA at least every 2 scroll-lengths? - **Form friction:** How many fields? Can any be removed? - **Urgency/scarcity:** Are there legitimate urgency elements? ### 5. Layout and UX - **Mobile responsiveness:** Does it work on mobile without horizontal scrolling? - **Page speed:** Are there heavy images or scripts slowing load time? - **Distraction audit:** Are there navigation links, sidebars, or external links pulling attention away? - **White space:** Is the page scannable or visually cluttered? --- ## Phase 3: Report Deliver the audit as a structured report with scores and prioritized recommendations. ### Report Format ``` ## Landing Page Audit Report **Page:** [URL or page name] **Goal:** [Conversion action] **Audit Date:** [Date] ### Scores | Pillar | Score (1-10) | Priority | |--------|-------------|----------| | Above-the-Fold | X | High/Med/Low | | Copy & Messaging | X | High/Med/Low | | Social Proof & Trust | X | High/Med/Low | | CTA & Conversion | X | High/Med/Low | | Layout & UX | X | High/Med/Low | | **Overall** | **X/10** | | ### Top 5 Recommendations (Priority Order) 1. [Specific change] — [Expected impact] — [Effort: Low/Med/High] 2. ... ### Detailed Findings [Section-by-section breakdown with specific observations and fixes] ``` --- ## Phase 4: Quick Wins After the full report, deliver a shortlist of changes the user can implement in under 1 hour. - Identify 3-5 changes that require minimal effort but high impact - Provide rewritten headline or CTA copy if those scored low - Suggest A/B test ideas for the top 2 recommendations --- ## Example: SaaS Free Trial Landing Page **Intake:** SaaS tool for project management, targeting freelancers, traffic from Google Ads, 2.1% conversion rate, goal is free trial signup. **Finding excerpt:** - Headline says "Project Management Made Easy" — generic, no specificity. Rewrite: "Manage Every Client Project in One Dashboard — Free for 14 Days" - CTA button says "Get Started" — rewrite to "Start My Free Trial" - No testimonials above the fold — move strongest testimonial to hero section - Form asks for phone number — remove it, reduces friction --- ## Anti-Patterns - **Suggesting redesigns without data** — base every recommendation on conversion principles, not personal taste - **Overloading with 20+ recommendations** — prioritize the top 5 that will move the needle - **Ignoring traffic source context** — a page receiving cold ad traffic needs different elements than warm email traffic - **Generic advice** — "make it better" is not actionable. Provide specific copy rewrites and layout changes - **Aesthetic-only feedback** — "the colors don't match" is not a conversion recommendation unless it impacts readability --- ## Recovery - **No URL or content provided:** Ask the user to paste the page copy, screenshot, or HTML. Cannot audit without seeing the page. - **Multiple pages to audit:** Audit one at a time. Offer to create a comparison matrix if they have 2-3 variants. - **User wants a full website audit:** Redirect — this skill covers one landing page. Suggest auditing their highest-traffic page first. - **No conversion data available:** Proceed with the audit but note that recommendations are based on best practices, not data-driven insights. Recommend setting up tracking.