Trigger: CRO audit framework for landing pages. Use when optimizing existing landing pages, auditing draft pages before publish, or comparing SEO vs PPC page structures.
5 Analysis Areas
1. Above-the-Fold Analysis — 5-Second Test (answer all 4):
- What does this company do? (Clear within 5 seconds?)
- Who is it for? (Audience identifiable?)
- What do they want me to do? (Primary action obvious?)
- Why should I trust them? (At least one credibility signal visible?)
If any answer is "no" — above-the-fold fails. Fix before anything else.
Above-fold checklist:
- Headline communicates outcome, not feature
- Subhead addresses the primary objection
- Hero image/video supports (not distracts from) the value prop
- Primary CTA is visible without scrolling
- At least one trust signal in viewport
2. CTA Optimization Quality Checklist:
- Action verb leads ("Get," "Start," "Claim," "See")
- Outcome language, not process language ("Get your audit" not "Submit form")
- Reduces perceived risk ("Free," "No credit card," "Cancel anytime")
- Singular — one primary CTA per section
- Contrasts visually with background
- Repeated at logical decision points (above fold, post-proof, page close)
Goal-Specific CTA Table: | Goal | Primary CTA Copy | Supporting Copy | Risk Reducer | |---|---|---|---| | Free Trial | "Start Your Free Trial" | "No setup fee · Cancel anytime" | "Join X,000 teams" | | Demo Request | "Book a 20-Minute Demo" | "See it live, no commitment" | "Rated 4.9 by 300+ teams" | | Lead Gen | "Get the Free [Asset]" | "Instant access, no spam" | "X,000 already downloaded" |
3. Trust Signal Audit:
- Testimonials: Named (first + last), Photo presence, Specificity, Role/company context
- Social Proof: Customer count, user count, or reviews count (with recency). Logo bars.
- Risk Reversal: Money-back guarantee, Free trial, No-contract language, Satisfaction guarantee
4. Friction Analysis:
- Form friction: Field count, Required vs. optional fields labeled, Error messages helpful, Progress indication on multi-step forms, Mobile keyboard type correct
- Copy friction: Jargon that requires domain knowledge, Passive voice, Paragraphs longer than 4 sentences in conversion zones
- Visual friction: Competing CTAs in same section, Navigation present on page (should be suppressed), Exit links
- Cognitive friction: Too many choices in one section, Price anchoring absent, Decision required before value is established
5. Page Structure Review:
- SEO Landing Page: Full navigation, internal links, long-form content (800+ words), FAQ section, schema markup, multiple CTAs
- PPC Landing Page: Navigation suppressed, message matches ad copy, single conversion goal, above-fold CTA always visible, minimal outbound links, social proof front-loaded
Output Format
Landing Page CRO Audit: [Page Name / URL]
Traffic source: SEO / PPC / Both
Primary conversion goal: [goal]
5-Second Test Results
Q1 — What does this company do?: [Pass/Fail + observation]
Q2 — Who is it for?: [Pass/Fail + observation]
Q3 — What action is expected?: [Pass/Fail + observation]
Q4 — Why trust them?: [Pass/Fail + observation]
Above-fold verdict: [Pass / Needs Work / Fail]
CTA Assessment
Primary CTA: "[copy]"
CTA score: X/10
Issues: [list]
Recommended copy: "[alternative]"
Trust Signal Scorecard
Testimonials: Present / Weak / Missing
Social Proof: Present / Weak / Missing
Risk Reversal: Present / Weak / Missing
Friction Points
High priority: [Friction point + fix]
Medium priority: [Friction point + fix]
Page Structure Verdict
Optimized for: SEO / PPC / Neither
Mismatches: [list structural issues]
Conversion Score
Above the Fold: /10
CTA Quality: /10
Trust Signals: /10
Friction: /10
Page Structure: /10
Overall: /50