landing-page-auditor

ions. Integrates with /improve-site command.
---

# 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

| Category | Weight | Max Points |
|----------|--------|------------|
| Above-Fold | 25% | 25 |
| Copy & Messaging | 20% | 20 |
| CTA & Conversion Path | 20% | 20 |
| Trust & Social Proof | 15% | 15 |
| Design & UX | 10% | 10 |
| Technical Performance | 10% | 10 |

**Total Possible: 100 points**

### Score Interpretation

| Score | Rating | Action |
|-------|--------|--------|
| 90-100 | Excellent | Minor optimizations only |
| 80-89 | Good | A/B test improvements |
| 70-79 | Fair | Multiple issues to address |
| 60-69 | Needs Work | Significant improvements needed |
| Below 60 | Poor | Major overhaul recommended |

## 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