Website Conversion Audit
Score how well a page turns visitors into action, then return a prioritized fix list. Most pages lose conversions to a handful of predictable leaks — unclear value, weak or competing CTAs, thin proof, and form friction — not to anything exotic.
When to use
The user wants to know why a page underconverts, or wants a teardown of a landing page / homepage / signup flow.
Before you start
- Read the brand/product context first (
.agents/product-marketing.md / .agents/aaj-brand.md) for audience and offer, if present.
- Establish the conversion goal — what is this page supposed to make someone do? Score against that single goal.
- Get the page — fetch the URL or work from the provided content/screenshot. Note device (judge mobile too).
Workflow
- Evaluate the checks in
resources/conversion-rubric.md, recording pass / partial / fail for each across the six categories.
- Score it:
node resources/score.js '{"checks":{"clear_value_prop":"pass","primary_cta_visible":"partial", ...}}'
node resources/score.js --help
Returns category scores, a 0–100 total, a grade, and the failing items.
- Prioritize fixes by leverage: clarity and CTA usually move the needle most, then trust and friction, then speed and tracking. A page can't be optimized if it isn't measured — flag missing conversion tracking.
- Present the score, category breakdown, and an ordered fix list with the expected effect of each.
Scoring model
Six weighted categories: Message & Clarity 22 · Call to Action 20 · Trust & Proof 18 · Friction & Forms 16 · Speed & Mobile 14 · Conversion Tracking 10. Each scores by pass-rate × weight. Grades: A ≥ 90, B 75–89, C 60–74, D 45–59, F < 45.
Present the result
Lead with the score and grade, then the category bars, then the top fixes in priority order — concrete and specific ("the hero headline describes the product, not the outcome; rewrite to lead with the result"), not "improve copy."
Guardrails & common mistakes
- Judge against the page's one goal, not generic best practice. A pricing page and a blog post convert differently.
- Clarity beats cleverness. The most common leak is a hero that doesn't say what it is, for whom, and why it's better.
- One primary action. Competing CTAs split intent and lower conversion.
- Proof must be specific. "Trusted by thousands" converts worse than a named result with a number.
- Don't optimize blind. Without conversion tracking you're guessing — fix that first.
Related AAJ resources
Related skills
cro and signup (deeper flow optimization) · copywriting (fix the message) · ab-test-significance (validate the fix) · seo-geo-aeo-audit (the visibility side).
Credits
Original AAJ skill. The Agent Skills format and Corey Haines' coreyhaines31/marketingskills (MIT) were references for structure and coverage; this skill is independently written. See the repository README.
1---2name: website-conversion-audit3description: Use when the user wants to audit a landing page, homepage, or website for conversion — clarity, calls to action, trust, friction, speed, and tracking. Also use when the user mentions CRO, conversion rate, "why isn't this page converting", landing page review, page teardown, or improving signups/leads. Produces a 0–100 conversion score across 6 weighted categories, a grade, and prioritized fixes.4license: MIT5---67# Website Conversion Audit89Score how well a page turns visitors into action, then return a prioritized fix list. Most pages lose conversions to a handful of predictable leaks — unclear value, weak or competing CTAs, thin proof, and form friction — not to anything exotic.1011## When to use1213The user wants to know why a page underconverts, or wants a teardown of a landing page / homepage / signup flow.1415## Before you start16171. **Read the brand/product context first** (`.agents/product-marketing.md` / `.agents/aaj-brand.md`) for audience and offer, if present.182. **Establish the conversion goal** — what is this page supposed to make someone do? Score against that single goal.193. **Get the page** — fetch the URL or work from the provided content/screenshot. Note device (judge mobile too).2021## Workflow22231. **Evaluate the checks** in `resources/conversion-rubric.md`, recording `pass` / `partial` / `fail` for each across the six categories.242. **Score it:**25 ```bash26 node resources/score.js '{"checks":{"clear_value_prop":"pass","primary_cta_visible":"partial", ...}}'27 node resources/score.js --help28 ```29 Returns category scores, a 0–100 total, a grade, and the failing items.303. **Prioritize fixes** by leverage: clarity and CTA usually move the needle most, then trust and friction, then speed and tracking. A page can't be optimized if it isn't measured — flag missing conversion tracking.314. **Present** the score, category breakdown, and an ordered fix list with the expected effect of each.3233## Scoring model3435Six weighted categories: **Message & Clarity 22 · Call to Action 20 · Trust & Proof 18 · Friction & Forms 16 · Speed & Mobile 14 · Conversion Tracking 10.** Each scores by pass-rate × weight. Grades: A ≥ 90, B 75–89, C 60–74, D 45–59, F < 45.3637## Present the result3839Lead with the score and grade, then the category bars, then the top fixes in priority order — concrete and specific ("the hero headline describes the product, not the outcome; rewrite to lead with the result"), not "improve copy."4041## Guardrails & common mistakes4243- **Judge against the page's one goal**, not generic best practice. A pricing page and a blog post convert differently.44- **Clarity beats cleverness.** The most common leak is a hero that doesn't say what it is, for whom, and why it's better.45- **One primary action.** Competing CTAs split intent and lower conversion.46- **Proof must be specific.** "Trusted by thousands" converts worse than a named result with a number.47- **Don't optimize blind.** Without conversion tracking you're guessing — fix that first.4849## Related AAJ resources5051- Interactive tool: https://aajconsult.com/tools/website-grader5253## Related skills5455`cro` and `signup` (deeper flow optimization) · `copywriting` (fix the message) · `ab-test-significance` (validate the fix) · `seo-geo-aeo-audit` (the visibility side).5657## Credits5859Original AAJ skill. The Agent Skills format and Corey Haines' `coreyhaines31/marketingskills` (MIT) were references for structure and coverage; this skill is independently written. See the repository README.
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