v1.0 to v1.0

---

name: conversion-audit

compatibility: "Requires internet access to fetch URLs."

metadata:

author: superamped

version: "1.0"

website: "https://superamped.com"

---

# Conversion Audit

## 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 principles:

**Narrative arc (pain → dream → fix)** — 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.

**Conversion mechanics (clarity → desire → credibility → action)** — 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** = 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.

1. **Customer is the star** — The page talks to and about the customer, not about the product

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

3. **Uses customer language** — Words and phrases the target audience actually uses

4. **Single audience focus** — Page speaks to one specific audience

5. **Problem is named before product** — Pain established before any product mention

6. **No premature product reveal** — Product name isn't the headline

7. **Emotional core identified** — Page addresses emotional pain, not just functional problems

8. **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)

1. **Pain section exists** — Distinct section naming specific pain points with crispy details

2. **Dream section exists** — Vivid picture of life with the pain obliterated

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

4. **Pain → Dream → Fix order** — Sections appear in correct narrative sequence

5. **Obliteration pattern present** — Dream language directly cancels specific pain language

6. **Sandwiches create transitions** — Transitional passages step forward and back between sections

7. **Narrative builds to the CTA** — CTA comes after the narrative builds to it

8. **Fix is earned, not assumed** — Product reveal held until reader is emotionally invested

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

10. **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)

1. **Specific claims over vague ones** — Numbers, timeframes, concrete details

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

3. **Dream details are crispy** — Vivid, specific picture including sensory and temporal details

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

5. **Clear, not clever** — Direct and transparent, no wordplay or puns

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

7. **Copy is scannable** — Short paragraphs, subheadings, bold text

8. **Appropriate copy length** — Matches audience awareness level and offer complexity

### Step 4b: Emotional Resonance Check (3 checks)

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

2. **Identity purchase recognized** — Does the page show the buyer the version of themselves they become?

3. **Story over specs** — Does the page lead with narrative and aspiration?

### Step 5: Design & Readability (8 checks)

1. **Single column layout** — No sidebars or competing columns

2. **Left-aligned body text** — Not centered body copy

3. **Comfortable line width** — ~70-80 characters per line

4. **No content jiggle** — Content doesn't alternate text-left/image-right

5. **Above-fold earns the scroll** — First screen creates enough interest to scroll

6. **Every visual element serves the pitch** — No generic stock photos or decorative clutter

7. **50ms visual trust** — Page looks professional and trustworthy at a glance

8. **Whitespace and breathing room** — Sections have adequate spacing

### Step 6: CTA & Commitment Architecture (8 checks)

1. **CTA copy is outcome-focused** — "Start my free trial" not "Submit"

2. **Reason to act now** — Genuine, specific reason to convert today

3. **CTA visually unique** — Button colour not shared with non-clickable elements

4. **CTA looks like a button** — Obviously clickable

5. **CTA placement follows narrative** — Primary CTA appears after narrative builds to it

6. **Max 2 CTA types** — Primary conversion + lower commitment at most

7. **CTA hierarchy matches buying behaviour** — Matches typical visitor journey

8. **Minimal form friction** — Only asks for what's absolutely necessary

### Step 7: Proof & Objection Handling (8 checks)

1. **Testimonials cite specific results** — Specific outcomes and numbers

2. **Testimonials have attribution** — Real names, photos, titles

3. **Social proof has depth and volume** — Multiple forms, not just a single testimonial

4. **Proof placement is layered** — Confidence signals early, detailed proof throughout

5. **Objections addressed directly** — Real objections with honest responses

6. **Risk reversal present** — Guarantee, free trial, or money-back policy

7. **Proof is proportional to the ask** — Stronger proof for higher-commitment offers

8. **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

| Category | Score | Rating |

|----------|-------|--------|

| Customer Focus & Framing | X/8 | |

| Narrative Arc (Pain → Dream → Fix) | X/10 | |

| Crispy Copy | X/8 | |

| Emotional Resonance | X/3 | |

| Design & Readability | X/8 | |

| CTA & Commitment Architecture | X/8 | |

| Proof & Objection Handling | X/8 | |

| **Overall** | **X/53** | |

**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.