---
name: lander-audit
description: Audit landing page for conversion optimization including headline-ad alignment, promise-delivery consistency, trust signals, and friction points. Use when diagnosing low landing page CTR, optimizing funnels, or reviewing pages before launch.
---

# Landing Page Audit

Evaluate landing pages for conversion optimization.

## Process

### Step 1: Analyze Headline-Ad Alignment

**Scent Trail Check**
- Does headline match ad hook?
- Is the promise consistent?
- Same language/tone as ad?
- Visual continuity from ad to page?

**Message Match Score**
- Strong: Exact phrase/promise carried through
- Moderate: Similar theme, different words
- Weak: Disconnect between ad and page

### Step 2: Check Promise-Delivery Consistency

**Above the Fold**
- Is main promise clear immediately?
- Does headline address primary pain/desire?
- Is there a clear value proposition?
- Does subheadline support headline?

**Body Content**
- Does content deliver on headline promise?
- Are claims substantiated with proof?
- Is there a logical flow to the argument?
- Does unique mechanism get explained?

### Step 3: Evaluate Trust Signals

**Social Proof**
- Customer testimonials (video > text)
- Review counts/ratings
- Customer photos
- Before/after images
- Case studies

**Authority Signals**
- Expert endorsements
- Certifications/credentials
- Media mentions (as seen in...)
- Scientific backing
- Founder credibility

**Risk Reversal**
- Money-back guarantee
- Free trial
- No-commitment language
- Contact information visible

### Step 4: Identify Friction Points

**Visual Friction**
- Cluttered layout
- Hard to read text
- Poor mobile experience
- Slow loading elements
- Confusing navigation

**Cognitive Friction**
- Too many choices
- Unclear next step
- Missing information
- Jargon/complexity
- Unanswered objections

**Form Friction**
- Too many fields
- Unclear field labels
- No progress indicator
- Privacy concerns
- Submit button unclear

### Step 5: Output Improvement Recommendations

```
## LANDER AUDIT: [Page URL/Name]

### QUICK SCORES (1-10)

| Element | Score | Priority |
|---------|-------|----------|
| Headline Match | X/10 | [H/M/L] |
| Value Prop Clarity | X/10 | [H/M/L] |
| Trust Signals | X/10 | [H/M/L] |
| Proof Elements | X/10 | [H/M/L] |
| CTA Strength | X/10 | [H/M/L] |
| Mobile Experience | X/10 | [H/M/L] |
| Page Speed | X/10 | [H/M/L] |
| **OVERALL** | XX/70 | |

### HEADLINE ANALYSIS
**Current:** "[Headline text]"
**Issue:** [Problem identified]
**Recommendation:** "[Suggested improvement]"

### ABOVE THE FOLD
**What's Working:**
- [Positive element]

**Issues:**
- [Problem 1]
- [Problem 2]

**Recommendations:**
1. [Specific fix]
2. [Specific fix]

### TRUST & PROOF
**Current Elements:**
- [List what exists]

**Missing Elements:**
- [What should be added]

**Recommendations:**
1. [Specific addition]
2. [Specific addition]

### FRICTION POINTS

**High Priority Fixes:**
1. [Issue] → [Solution]
2. [Issue] → [Solution]

**Medium Priority:**
1. [Issue] → [Solution]

**Nice to Have:**
1. [Issue] → [Solution]

### CTA ANALYSIS
**Current CTA:** "[Button text]"
**Placement:** [Description]
**Issues:** [Problems]
**Recommendation:** "[Improved CTA]"

### A/B TEST SUGGESTIONS
1. Test: [Element to test]
   - Control: [Current]
   - Variant: [New version]
   - Hypothesis: [Expected outcome]

2. Test: [Element to test]
   ...

### PRIORITY ACTION LIST
1. [Highest impact fix]
2. [Second priority]
3. [Third priority]
```

## Key Metrics to Consider

**From Jason K:**
- Watch lander CTR closely
- Track time on page
- Monitor initiate checkout ratio
- If ad works but lander doesn't, fix lander

**Conversion Killers:**
- Generic headlines
- Walls of text
- No visible social proof
- Weak or hidden CTA
- Slow load time
- Poor mobile experience

Source: Jason K, Affiliate Research