Conversion Audit

Audit a landing page across six dimensions grounded in the Pain-Dream-Fix framework: customer focus, narrative arc, copy quality, design & readability, CTA mechanics, and proof & objections. Produces a scored report with prioritized fixes to improve conversion rate.

The search-page-audit asks "will it rank?" — this skill asks "will it sell?"

Usage

Use when auditing a landing page, sales page, or product page before launch, diagnosing why a page gets traffic but doesn't convert, reviewing ad landing pages before spending on paid media, or checking a page against direct response best practices.

Framework Reference

This audit synthesises two complementary direct-response frameworks:

Pain-Dream-Fix (Amy Hoy) — The narrative arc. A landing page that sells follows a story, not a feature list.

Pain → Sandwich → Dream → Sandwich → Fix → Sandwich → CTA (wrapped in dream)

Each section transitions via "sandwiches" — brief passages that bounce between hope and reality to create tension. The page stars the customer, not the product.

Clarity-Desire-Credibility-Action (Eddie Shleyner / VeryGoodCopy) — The conversion mechanics. Every landing page must achieve clarity (hero divider), intensify desire (fascinations / value teasing), earn credibility (confidence signals + testimonial walls), and compel immediate action (urgency + friction removal).

Key vocabulary:

• Crispy = specific, concrete, vivid copy drawn from customer research (vs. "soggy" vague platitudes)

• Obliteration = each dream word directly cancels a specific pain word (fear → confidence, streaky → flawless)

• Sandwich = a transition between sections that steps forward and back to create drama

• Active frame = copy shifts from passive/fearful to active/imperative as it moves toward the CTA

• Slippery slide (Sugarman) = every element's job is to compel reading the next element

• 50ms trust = visitors decide in 50 milliseconds whether they trust a page — before reading a word

• LISH = Length Implies Strength Heuristic — a wall of proof signals substance

Process

Step 1: Fetch & Parse

Fetch the URL provided by the user. Extract:

• Full rendered page content (text, headings, images, CTAs)

• Page structure and visual flow (section order, above-fold content)

• All CTAs (buttons, forms, links) — text, placement, and frequency

• Social proof elements (testimonials, logos, stats, reviews)

• Any pricing or offer information visible on the page

If the user provides context about the offer (product, audience, price point), note it for evaluation.

Step 2: Customer Focus & Framing (8 checks)

The #1 failing of pages that don't convert.

• Customer is the star — The page talks to and about the customer, not about the product

• Opens with the customer's world — First paragraph narrates the customer's situation, not the product's features

• Uses customer language — Words and phrases the target audience actually uses

• Single audience focus — Page speaks to one specific audience

• Problem is named before product — Pain established before any product mention

• No premature product reveal — Product name isn't the headline

• Emotional core identified — Page addresses emotional pain, not just functional problems

• Frame is set and maintained — Headline sets a specific frame and the rest stays within it

Step 3: Narrative Arc — Pain-Dream-Fix (10 checks)

• Pain section exists — Distinct section naming specific pain points with crispy details

• Dream section exists — Vivid picture of life with the pain obliterated

• Fix section exists — How the product delivers the dream with sub-fixes mapping to specific pains

• Pain → Dream → Fix order — Sections appear in correct narrative sequence

• Obliteration pattern present — Dream language directly cancels specific pain language

• Sandwiches create transitions — Transitional passages step forward and back between sections

• Narrative builds to the CTA — CTA comes after the narrative builds to it

• Fix is earned, not assumed — Product reveal held until reader is emotionally invested

• Active frame progression — Copy shifts from passive/fearful to active/imperative by the CTA

• Not a feature list — Page follows a narrative arc, not bullet-point features

Step 3b: SaaS Page Section Flow (B2B SaaS only)

If the page appears to be B2B SaaS, verify these sections exist in roughly this order:

Section What to check

1 Hero Result + objection-elimination headline, dual CTAs

2 Social proof bar Customer logos immediately below hero

3 Problem section Hook headline, pain in ~25 words

4 Testimonial Outcomes-focused pull quote

5 Solution section Outcomes headline, how-it-works

6 Features section 3 feature blocks framed as benefits

7 Support section "Everything you need" checklist

8 Second testimonial Different customer, different benefit

9 Closing CTA "More [outcome]." with dual CTAs

Skip this check entirely for non-SaaS pages.

Step 4: Crispy Copy (8 checks)

• Specific claims over vague ones — Numbers, timeframes, concrete details

• Pain details are crispy — Recognizable details that make the reader say "how did they know?"

• Dream details are crispy — Vivid, specific picture including sensory and temporal details

• Fix details are crispy — Specific sub-fixes, not just "our product solves this"

• Clear, not clever — Direct and transparent, no wordplay or puns

• No buzzword soup — Free of "leverage," "synergy," "best-in-class," "seamless," "robust"

• Copy is scannable — Short paragraphs, subheadings, bold text

• Appropriate copy length — Matches audience awareness level and offer complexity

Step 4b: Emotional Resonance Check (3 checks)

• Emotion Audit applied — "Nobody buys [PRODUCT] for [FUNCTION]. They buy it to feel [EMOTIONS]." Does the copy activate these emotions?

• Identity purchase recognized — Does the page show the buyer the version of themselves they become?

• Story over specs — Does the page lead with narrative and aspiration?

Step 5: Design & Readability (8 checks)

• Single column layout — No sidebars or competing columns

• Left-aligned body text — Not centered body copy

• Comfortable line width — ~70-80 characters per line

• No content jiggle — Content doesn't alternate text-left/image-right

• Above-fold earns the scroll — First screen creates enough interest to scroll

• Every visual element serves the pitch — No generic stock photos or decorative clutter

• 50ms visual trust — Page looks professional and trustworthy at a glance

• Whitespace and breathing room — Sections have adequate spacing

Step 6: CTA & Commitment Architecture (8 checks)

• CTA copy is outcome-focused — "Start my free trial" not "Submit"

• Reason to act now — Genuine, specific reason to convert today

• CTA visually unique — Button colour not shared with non-clickable elements

• CTA looks like a button — Obviously clickable

• CTA placement follows narrative — Primary CTA appears after narrative builds to it

• Max 2 CTA types — Primary conversion + lower commitment at most

• CTA hierarchy matches buying behaviour — Matches typical visitor journey

• Minimal form friction — Only asks for what's absolutely necessary

Step 7: Proof & Objection Handling (8 checks)

• Testimonials cite specific results — Specific outcomes and numbers

• Testimonials have attribution — Real names, photos, titles

• Social proof has depth and volume — Multiple forms, not just a single testimonial

• Proof placement is layered — Confidence signals early, detailed proof throughout

• Objections addressed directly — Real objections with honest responses

• Risk reversal present — Guarantee, free trial, or money-back policy

• Proof is proportional to the ask — Stronger proof for higher-commitment offers

• No fake urgency — Any urgency signals are genuine

Output Format

Conversion Audit Report

URL: [url] Date: [current date] Overall Score: X/53

1. Customer Focus & Framing (X/8)

✓/✗ Customer is the star — [note] ✓/✗ Opens with the customer's world — [note] ✓/✗ Uses customer language — [note] ✓/✗ Single audience focus — [note] ✓/✗ Problem is named before product — [note] ✓/✗ No premature product reveal — [note] ✓/✗ Emotional core identified — [note] ✓/✗ Frame is set and maintained — [note]

2. Narrative Arc — Pain-Dream-Fix (X/10)

✓/✗ Pain section exists — [note] ✓/✗ Dream section exists — [note] ✓/✗ Fix section exists — [note] ✓/✗ Pain → Dream → Fix order — [note] ✓/✗ Obliteration pattern present — [note] ✓/✗ Sandwiches create transitions — [note] ✓/✗ Narrative builds to the CTA — [note] ✓/✗ Fix is earned, not assumed — [note] ✓/✗ Active frame progression — [note] ✓/✗ Not a feature list — [note]

3. Crispy Copy (X/8)

✓/✗ Specific claims over vague ones — [note] ✓/✗ Pain details are crispy — [note] ✓/✗ Dream details are crispy — [note] ✓/✗ Fix details are crispy — [note] ✓/✗ Clear, not clever — [note] ✓/✗ No buzzword soup — [note] ✓/✗ Copy is scannable — [note] ✓/✗ Appropriate copy length — [note]

3b. Emotional Resonance (X/3)

✓/✗ Emotion Audit applied — [note] ✓/✗ Identity purchase recognized — [note] ✓/✗ Story over specs — [note]

4. Design & Readability (X/8)

✓/✗ Single column layout — [note] ✓/✗ Left-aligned body text — [note] ✓/✗ Comfortable line width — [note] ✓/✗ No content jiggle — [note] ✓/✗ Above-fold earns the scroll — [note] ✓/✗ Every visual element serves the pitch — [note] ✓/✗ 50ms visual trust — [note] ✓/✗ Whitespace and breathing room — [note]

5. CTA & Commitment Architecture (X/8)

✓/✗ CTA copy is outcome-focused — [note] ✓/✗ Reason to act now — [note] ✓/✗ CTA visually unique — [note] ✓/✗ CTA looks like a button — [note] ✓/✗ CTA placement follows narrative — [note] ✓/✗ Max 2 CTA types — [note] ✓/✗ CTA hierarchy matches buying behaviour — [note] ✓/✗ Minimal form friction — [note]

6. Proof & Objection Handling (X/8)

✓/✗ Testimonials cite specific results — [note] ✓/✗ Testimonials have attribution — [note] ✓/✗ Social proof has depth and volume — [note] ✓/✗ Proof placement is layered — [note] ✓/✗ Objections addressed directly — [note] ✓/✗ Risk reversal present — [note] ✓/✗ Proof is proportional to the ask — [note] ✓/✗ No fake urgency — [note]

Score Summary

Rating scale: 90%+ Sells Itself | 75-89% Strong | 60-74% Leaking Conversions | Below 60% Needs Rework

Priority Fixes

[Top 5 failed criteria ranked by conversion impact. For each:]

1. [Failed criterion] — [Why it kills conversions + specific rewrite/fix with actual suggested copy where possible]
2. ...

Rules

• Be objective. If borderline, lean toward FAIL — mediocre doesn't convert.

• Be specific in fixes — suggest actual headline rewrites, actual CTA copy, actual testimonial placement. "Improve the headline" is not useful. "Rewrite headline to: '[suggested text]'" is.

• Priority fixes should weight: customer focus > narrative arc > CTA mechanics > copy > proof > design. If the page doesn't talk to the customer or follow a narrative, nothing else matters.

• If user provides offer context (product, audience, price), use it to evaluate message-market fit.

• If user specifies a focus area, still run all checks but only expand detail on the requested section.

• Stop and ask if the page is behind a login wall or if it appears to be a homepage rather than a dedicated landing page.

• Never score based on aesthetic preference — focus on conversion principles.

• Never assume the target audience — if unclear, note it as a gap.

• Flag if the page has no clear single CTA, talks entirely about the product and never the customer, or appears to receive paid traffic with no tracking pixels.

• Framework attributions: Pain-Dream-Fix from Amy Hoy; Clarity-Desire-Credibility-Action from Eddie Shleyner / VeryGoodCopy.