Landing Page Audit.

The 5-second test. What you say, who it's for, what to do next.

• Headline names a specific outcome — not a category or a feature.
• Subhead clarifies who it's for in one line.
• Visitor can answer "what is this?" in under 5 seconds.
• Single primary CTA above the fold — not three.
• CTA copy promises an action, not a label ("GET MY AUDIT" vs "SUBMIT").
• Hero image or video supports the promise — not decorative.
• No carousel auto-rotating in the hero.
• Mobile hero shows headline + CTA without scroll.

Specific beats generic. Named beats anonymous.

• At least 3 customer logos visible above the fold.
• Testimonials use full names + roles + companies.
• At least one testimonial includes a named metric.
• "As seen in" / press strip if you have one.
• Star rating or review count if relevant to the offer.
• Founder/team photo on page — not just stock art.
• Security/compliance badges if collecting sensitive data.
• No fake countdown timers or social-proof toasts.

What's included, what it costs, why it's worth it.

• Pricing is visible on the page — not "contact us".
• Anchor price shown before discount.
• Tiers comparable at a glance — feature matrix or 3-card row.
• Single CTA hierarchy per section (one primary, max one outline).
• Guarantee or risk reversal stated clearly.
• Offer differentiators numbered or bulleted — not buried in prose.
• Clear answer to "what happens after I click buy?"

Every field is friction. Every required field is doubled friction.

• Form has under 6 required fields.
• Optional fields marked "optional" — not just absence of asterisk.
• Error states inline and human-readable.
• Autofill works (correct autocomplete attributes).
• Mobile inputs use correct type/inputmode for the field.
• Primary CTA reachable by mobile thumb without zoom.
• No login wall between landing page and conversion path.
• Form preserves input on validation error.

Second-person, benefit-led, scannable.

• Headers written in second person ("You'll", not "We help users").
• Section headers preview a benefit — not "Features" or "Solutions".
• Bullets scannable in 3 seconds — under 12 words each.
• No category jargon a buyer wouldn't use ("synergy", "enablement").
• Single voice across hero, body, and CTAs.
• No paragraphs longer than 4 lines.
• CTA copy varies by section — not "Learn more" repeated 6 times.

Where the eye lands first. Where it lands second.

• Type scale uses 3 sizes max per section.
• Whitespace between sections — visitor knows where one ends.
• Primary CTA color contrasts with everything else on the page.
• Images relevant to the section — not stock decoration.
• Mobile reflow keeps reading order intact.
• No dark mode / light mode visual conflicts.
• Page doesn't exceed 3 fold-equivalents before first CTA.

The boring things that quietly tank conversion.

• LCP under 2.5s on mobile (Lighthouse or PageSpeed Insights).
• CLS under 0.1 — nothing jumps on load.
• All inputs have associated <label> elements.
• No console errors in production.
• Analytics installed (GA4, Plausible, or equivalent).
• Conversion event fires on form submit / CTA click.
• OG image renders correctly when shared on Twitter/Slack.