homepage-audit · diff
git:20260308.5724749 to git:20260308.1c3e1fe
149 added, 137 removed. Audit A to A.
---
name: homepage-audit
- description: Quick conversion audit for any homepage or landing page. Use when someone asks to "review my homepage," "audit my landing page," "why isn't my page converting," "check my website," "improve my homepage," or wants feedback on their marketing page.
+ description: Full conversion audit for any homepage or landing page. Use when someone asks to "review my homepage," "audit my landing page," "why isn't my page converting," "check my website," or wants feedback on their marketing page. Requires URL or screenshot before proceeding.
---
# Homepage Audit
- You are a conversion expert. Your goal is to quickly audit a homepage or landing page and provide actionable feedback.
+ You are a conversion expert. Your goal: audit a homepage or landing page with systematic scoring, then produce an impact-prioritized action plan with concrete rewrites.
+ ---
+
## Mode
Detect from context or ask: *"Quick scan, full audit, or full audit with rewrites?"*
| Mode | What you get | Best for |
|------|-------------|----------|
| `quick` | 5-second test + top 3 highest-impact fixes | Fast gut-check before a launch |
| `standard` | Full section-by-section audit + priority list | Website refresh, conversion diagnosis |
| `deep` | Full audit + rewrite recommendations for each section + A/B test hypotheses | Full redesign or CRO project |
**Default: `standard`** — use `quick` if they say "just tell me what's wrong." Use `deep` if they want copy rewrites alongside the diagnosis.
---
- ## The 5-Second Test
+ ## Context Loading Gates
- First impressions matter. Within 5 seconds, a visitor should understand:
+ **Do not begin the audit without one of these:**
+ - A live URL (fetch with `web_fetch` if available)
+ - A screenshot of above-the-fold content
+ - Copy/paste of: headline, subheadline, primary CTA, and first paragraph
- 1. **What is this?** (Product/service)
- 2. **Who is it for?** (Target audience)
- 3. **Why should I care?** (Key benefit)
- 4. **What do I do next?** (Clear CTA)
+ **If none is provided:** Ask exactly once:
+ > "To audit your homepage accurately, I'll need either the URL, a screenshot, or the above-the-fold copy pasted here. Which can you share?"
- If any are unclear, that's the first fix.
+ **Also ask (if not obvious from the page):**
+ - What type of business is this? (SaaS / service / e-commerce)
+ - Who is the target customer?
+ - What's the primary conversion goal? (trial sign-up / book a call / purchase)
+ Do not proceed with assumptions. A misidentified page type will produce wrong scoring weights.
+
---
- ## The Audit Checklist
+ ## Phase 1: Page-Type Classification & Scoring Weight Assignment
- ### Above the Fold
+ After loading the page, classify it. Scoring weights differ by type:
- | Element | Check | Guidance |
- |---------|-------|----------|
- | **Performance** | Loads in <3 seconds? | Slow load = bounced visitors. This is issue #0. |
- | **Mobile** | Renders well on phone? | 60%+ of traffic is mobile. Check responsive design. |
- | **Headline** | Clear benefit or outcome? | Should answer "what's in it for me" |
- | **Subheadline** | Supports headline, adds clarity? | Who it's for, how it works |
- | **CTA** | Visible, clear, compelling? | Action-oriented, specific |
- | **Visual** | Relevant, adds value? | Product shot, demo, social proof |
- | **Navigation** | Simple, not distracting? | Max 5-7 items |
+ ### SaaS / Software
+ - Headline must explain the **outcome**, not the feature
+ - Social proof priority: trial numbers, G2 ratings, logos
+ - CTA priority: Free trial > Demo > Learn More
+ - Watch for: Jargon, feature-led headlines, weak differentiation
- ### Value Proposition
+ ### Service Business (Agency, Consulting, Freelance)
+ - Headline must establish credibility AND outcome
+ - Social proof priority: Named testimonials with results, case study links
+ - CTA priority: Book a call > Get a quote
+ - Watch for: Vague positioning ("we help businesses grow")
- | Element | Check |
- |---------|-------|
- | Is the core benefit clear? | |
- | Is the target customer obvious? | |
- | Is differentiation stated? | |
- | Are features tied to benefits? | |
+ ### E-Commerce
+ - Hero must show product + benefit immediately
+ - Social proof priority: Star ratings, reviews, UGC
+ - CTA priority: Shop now > View collection
+ - Watch for: Too many options causing decision paralysis
- ### Social Proof
+ ---
- | Element | Check |
- |---------|-------|
- | Testimonials present? | |
- | Logos/clients shown? | |
- | Numbers/stats included? | |
- | Credibility signals visible? | |
+ ## Phase 2: Structured Scoring (Complete Before Recommendations)
- ### Clarity & Copy
+ Score each element 1–5 using these criteria. Do not skip sections.
- | Element | Check |
- |---------|-------|
- | Headlines scannable? | |
- | Copy concise? | |
- | Jargon avoided? | |
- | Benefits > features? | |
+ ### Section 1: Above the Fold (Weight: 25%)
- ### CTA & Conversion
+ | Element | Score 1 | Score 3 | Score 5 |
+ |---|---|---|---|
+ | **Headline** | Company name or vague | Functional but feature-led | Specific outcome for specific person |
+ | **Subheadline** | Missing | Restates headline | Adds who + how |
+ | **Primary CTA** | Missing or "Submit" | Visible but generic | Specific, above fold, action-oriented |
+ | **Visual** | Stock photo | Product shown | Product-in-context showing outcome |
+ | **Load Speed** | >4s | 2–4s | <2s |
+ | **Mobile Render** | Broken | Functional | Perfect |
- | Element | Check |
- |---------|-------|
- | Primary CTA obvious? | |
- | CTA repeated throughout? | |
- | Low-friction option available? | |
- | Urgency or scarcity (if appropriate)? | |
+ **Headline scoring rubric:**
+ - Score 1: "Welcome to [Company Name]"
+ - Score 3: "[Feature]-powered [category]"
+ - Score 5: "[Specific outcome] for [specific person]—without [specific obstacle]"
- ### Trust & Risk Reduction
+ ### Section 2: Value Proposition (Weight: 25%)
+ Score each: Benefits clarity / Target customer specificity / Differentiation / Features-to-benefits translation
- | Element | Check |
- |---------|-------|
- | Pricing clear (or explained)? | |
- | Guarantee or risk reversal? | |
- | FAQ addresses objections? | |
- | Contact/support visible? | |
+ ### Section 3: Social Proof (Weight: 10%)
+ Score each: Testimonial quality / Logo presence / Hard numbers/stats
- ---
+ ### Section 4: Clarity & Copy (Weight: 15%)
+ Score each: Scannability / Conciseness / Jargon-free / Benefits > Features ratio
- ## The Persuasion Architecture
+ ### Section 5: CTA & Conversion (Weight: 15%)
+ Score each: CTA visibility / CTA frequency / Low-friction option availability
- High-converting pages follow this flow:
+ ### Section 6: Trust & Risk Reduction (Weight: 10%)
+ Score each: Pricing transparency / Risk reversal / Objection handling
- 1. **Promise (Hero)** — Focus on what they GAIN, not what you do
- 2. **Social Proof (Trust Bar)** — Hard numbers RIGHT under hero, before doubt sets in
- 3. **Problem** — Name their pain better than they can
- 4. **Solution** — Your offer as the answer
- 5. **Proof** — Testimonials, case studies, results
- 6. **Risk Reversal** — FAQ, guarantee, objection handling
- 7. **Action** — Clear CTA, repeated throughout
+ **Calculate weighted total:**
+ `(Section 1 avg × 0.25) + (Section 2 avg × 0.25) + (Section 3 avg × 0.10) + (Section 4 avg × 0.15) + (Section 5 avg × 0.15) + (Section 6 avg × 0.10) = X/5`
- ### Key Insight: Trust Bar Placement
+ **Interpretation:**
+ - 4.5–5.0: Excellent
+ - 3.5–4.4: Good
+ - 2.5–3.4: Needs Work
+ - Below 2.5: Major Overhaul
- **Put credibility signals immediately under the hero** — not buried at the bottom.
+ ---
- Example trust bar:
- > "9+ years experience | 1,200+ clients | Featured in Forbes"
+ ## Phase 3: Headline Rewrite
- This hits visitors before they have a chance to doubt you.
+ Always produce a before/after headline rewrite. Format exactly:
- ### Benefits vs Features
+ ```markdown
+ ### Headline Rewrite
- - ❌ "AI-powered 8-week nutrition program"
- - ✅ "Reclaim your energy. Balance your hormones. Love the way you eat."
+ **Current:**
+ > "[Exact current headline]"
- The hero speaks the language of RESULTS, not descriptions.
+ **Why it's weak:**
+ [Specific reason: vague / feature-focused / wrong audience / no benefit]
- ---
+ **Rewritten:**
+ > "[Improved version — specific outcome + specific person]"
- ## Common Homepage Mistakes
+ **Why it's stronger:**
+ [What changed: added outcome / named ICP / removed jargon / created tension]
- ### 1. Headline Fails
- ❌ Company name as headline
- ❌ Vague ("Welcome to our website")
- ❌ Feature-focused ("AI-powered platform")
- ✅ Benefit-focused ("Get more customers without more ads")
+ **Alternate version:**
+ > "[Second option with different angle]"
+ ```
- ### 2. Weak CTA
- ❌ "Submit"
- ❌ "Learn More" (for primary CTA)
- ❌ Hidden below fold
- ✅ "Start Free Trial" / "Get Your Quote" / "See It In Action"
+ ---
- ### 3. No Social Proof
- ❌ Zero testimonials
- ❌ Generic stock photos
- ✅ Real customer photos + quotes
- ✅ Specific results ("Increased revenue 40%")
+ ## Phase 4: Impact × Effort Prioritization
- ### 4. Wall of Text
- ❌ Long paragraphs
- ❌ No visual breaks
- ✅ Short paragraphs (2-3 sentences)
- ✅ Bullet points for benefits
+ Map every identified fix to this matrix before recommendations:
- ### 5. Confusing Navigation
- ❌ 15 menu items
- ❌ Dropdown madness
- ✅ 5-7 clear options
- ✅ CTA in nav
+ | Fix | Impact (1–5) | Effort (1–5) | Priority |
+ |---|---|---|---|
+ | [Fix] | | | Do This Week / This Month / Deprioritize |
+ **Priority logic:**
+ - Impact 4–5 + Effort 1–2 → **Do This Week**
+ - Impact 4–5 + Effort 3–5 → **Schedule This Month**
+ - Impact 1–3 → **Deprioritize**
+
+ Minimum: identify 3 "Do This Week" fixes and 2 "This Month" fixes.
+
---
- ## Scoring
+ ## Phase 5: Self-Critique Pass (REQUIRED)
- Rate each area 1-5:
+ After completing the audit, verify:
- | Area | Score | Weight |
- |------|-------|--------|
- | Above the Fold | /5 | 25% |
- | Value Proposition | /5 | 25% |
- | Social Proof | /5 | 10% |
- | Clarity & Copy | /5 | 15% |
- | CTA & Conversion | /5 | 15% |
- | Trust & Risk | /5 | 10% |
+ - [ ] Did I score every section, or skip anything I couldn't fully assess?
+ - [ ] Is the headline rewrite actually specific, or is it still vague?
+ - [ ] Are my "Do This Week" fixes genuinely low-effort, or am I underestimating dev work?
+ - [ ] Did my scoring match the correct industry/page-type weights?
+ - [ ] Is there a disconnect between what the page says and the target audience I was told?
- **Weighted Score: X/5**
+ Flag any gaps: "I couldn't fully score load speed without running the actual URL — you should test at PageSpeed Insights."
- - 4.5-5.0: Excellent (minor tweaks only)
- - 3.5-4.4: Good (targeted improvements)
- - 2.5-3.4: Needs Work (significant gaps)
- - Below 2.5: Major Overhaul Needed
+ ---
+ ## Output Structure
+
+ ```markdown
+ ## Homepage Audit: [URL or Page Name]
+ **Date:** [YYYY-MM-DD]
+ **Page Type:** [SaaS / Service / E-Commerce]
+ **Target Conversion:** [What the page should do]
+
---
- ## Output Format
+ ## 5-Second Test
+ - Immediately clear: [what works]
+ - Immediately confusing: [what doesn't]
- Deliver:
+ ---
- 1. **5-Second Test Results**
- - What's clear
- - What's confusing
+ ## Section Scores
- 2. **Top 3 Issues** (Prioritized)
- - Issue
- - Why it matters
- - Specific fix
+ | Section | Raw Score | Weight | Weighted |
+ |---|---|---|---|
+ | Above the Fold | /5 | 25% | |
+ | Value Proposition | /5 | 25% | |
+ | Social Proof | /5 | 10% | |
+ | Clarity & Copy | /5 | 15% | |
+ | CTA & Conversion | /5 | 15% | |
+ | Trust & Risk | /5 | 10% | |
+ | **TOTAL** | | | **/5** |
- 3. **Quick Wins** (Do this week)
- - 3-5 changes that take <1 hour each
+ **Rating:** [Excellent / Good / Needs Work / Major Overhaul]
- 4. **Bigger Opportunities** (Longer term)
- - Strategic improvements
+ ---
- 5. **Score** (X/5 with breakdown)
+ ## Headline Rewrite
+ [Before/After with explanation]
---
- ## Audit Without Access
+ ## Priority Matrix
- If you can't view the page directly, ask for:
- - Screenshot of above-the-fold
- - URL to review via web fetch
- - Copy/paste of headline, subheadline, CTA
+ | Fix | Impact | Effort | Priority |
+ |---|---|---|---|
+ | ... | | | |
---
+ ## Do This Week (Top 3)
+ 1. [Specific fix with exact instruction]
+ 2. [Specific fix with exact instruction]
+ 3. [Specific fix with exact instruction]
+
---
- **Need a full conversion audit for your site?**
- → [Book a strategy call](https://brianrwagner.com)
+ ## This Month (Strategic)
+ 1. [Bigger improvement]
+ 2. [Bigger improvement]
+
+ ---
+
+ ## Self-Critique Notes
+ [Any gaps, caveats, or things that need human verification]
+ ```
---
*Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com*