Landing-Page Conversion Audit
Tear down a landing page for clarity, persuasion and conversion.
A prioritised set of conversion fixes with rewritten copy where it counts.
Conversion problems hide in the gap between what a page says and what a visitor hears in five seconds. The Conversion Strategist owns the funnel mechanics, the Copywriter interrogates every headline word, and the Performance Marketer checks the page against the traffic actually arriving on it — the mismatch nobody audits. The Visual Designer traces where the eye really goes, the End-User Advocate reads it cold, and the Data Skeptic stops the room fixing things the numbers say are not broken.
Audit our landing page for conversion. Be specific and disagree where you see it differently. THE PAGE: [paste the URL, the copy, or a screenshot of the page] WHO IT IS FOR: [the visitor, where they came from, their intent] THE ONE ACTION WE WANT: [the primary conversion goal] CURRENT PERFORMANCE (if known): [traffic, conversion rate, where people drop] Debate: 1. The hero — does it pass the five-second test: what is this, who is it for, why care. 2. Clarity vs cleverness in the headline and subhead. 3. The value proposition and proof — is the benefit obvious and believed. 4. Friction and trust — form length, objections unaddressed, missing social proof. 5. The call to action — clarity, prominence, and whether the page earns the click. 6. Visual hierarchy and whether the page guides the eye to the action. FINAL SYNTHESIS: - A prioritised list of changes (highest conversion impact first), each with the specific fix. - A rewritten hero headline + subhead + CTA. - The single highest-leverage change to test first.
An illustrative excerpt for a hypothetical brief of this type: A bookkeeping SaaS spends $4,000 a month on ads promising “done-for-you bookkeeping”, landing on a page whose hero reads “Financial clarity for modern businesses” — and converts under one percent of visitors. Every real run is generated fresh from your specifics, debated across rounds, and audited before the verdict.
This is a scent-trail break, not a page problem in isolation. The ad promises done-for-you; the hero answers with an abstraction. A visitor who clicked “we do your books” must see those words — or their synonym — within one second of landing, or the ad budget is buying bounces.
“Financial clarity for modern businesses” could headline a bank, an ERP or a crypto fund — it excludes no one and therefore convinces no one. The rewrite is on the wall: “Your books, done for you, by Thursday.” Specific promise, specific time, and it matches the ad that paid for the click.
Before anyone claims a diagnosis: under one percent of how many visitors, converting to what? If that is sixteen sign-ups from two thousand visits, the sample is too small to attribute a cause. Fix the obvious scent break because it is obvious — but instrument the form drop-off before declaring victory.
Reading as the buyer: I am a business owner who hates bookkeeping, and this page asks me to “Get started” without telling me what happens next. Do I hand over my accounts? Talk to a human? The fear here is switching cost, and nothing on the page lowers it — a three-step “how handover works” section would do more than any headline.
Prefer drop-and-go? Use the AI Landing Page Review tool — team pre-seated, included with Plus.
Do I paste the URL or a screenshot — and does traffic context matter?
Either works; a screenshot plus the copy is most reliable. Include where visitors come from and what the ad or link promised — the sharpest finding in most audits is the mismatch between traffic intent and page message, which is invisible if you only look at the page.
Will I get rewritten copy or just critique?
Both — the synthesis includes a rewritten hero (headline, subhead, CTA) plus the prioritised fix list with the specific change for each item, ordered by expected conversion impact. The rewrite is a starting point argued into shape by the copy and conversion seats, not a final draft.
My conversion rate is fine — is there any point running this?
Run it before you scale spend, not after. A page that converts acceptably at low spend often leaks badly at ten times the budget, because colder audiences hit it. The audit names what only works because your current traffic is warm — the fragility you cannot see from inside a working funnel.