Page Auditor

Professional conversion rate optimization (CRO) audit for any landing page or component. Analyzes what's there, scores it against what million-dollar pages do, and gives specific fixes — not generic "improve your CTA" advice.

The difference between this and generic feedback: Generic: "Your headline could be better." This skill: "Your headline 'Welcome to EduManager' fails the clarity test — it says nothing about the outcome. Rewrite to: 'Manage 10,000 students without spreadsheets.' Expected impact: +15-30% time-on-page from cold traffic."

Phase 0 — Understand What's Being Audited

Before auditing, establish:

1. What is being audited?
   • Full landing page
   • Specific section (hero / pricing / testimonials / FAQ / navbar / footer / CTA)
   • Single component (button / form / card / testimonial / modal)
2. What is the page/component trying to do?
   • Primary conversion goal (sign up / book / buy / download)
   • If not stated → infer from context, then confirm
3. Who is the target audience?
   • If not stated → infer from product/content, then note assumption
4. What input format was provided?
   • HTML code → analyze structure, copy, and design tokens
   • Screenshot description → analyze visually described elements
   • Written description → analyze based on described content
   • URL → analyze what can be inferred (ask user to paste HTML if deeper audit needed)

If critical context is missing, ask ONE question before proceeding. Never ask more than one question — infer everything else and state assumptions clearly.

Phase 1 — Triage: What Exists vs. What Should Exist

Before scoring, map what's present against what professional pages include.

Full Page Triage Checklist

Check which of these exist:

□ Navbar (with CTA)
□ Hero headline (outcome-focused)
□ Hero subheadline
□ Primary CTA (above the fold)
□ Hero visual (product/result shown)
□ Trust signal in hero
□ Social proof bar (logos/numbers)
□ Problem section
□ Features + benefits
□ How it works (3 steps)
□ Testimonials (with photos + specifics)
□ Stats/numbers section
□ Pricing section
□ FAQ section
□ Final CTA section
□ Footer (with legal links)

For each missing item: note it as a Gap with priority level:

• 🔴 Critical gap (directly hurts conversions)
• 🟡 Important gap (missed opportunity)
• ⚪ Optional (nice to have for this product type)

Component Triage

If auditing a single component, go directly to Phase 2 and the relevant component scorecard in references/component-scorecards.md.

Phase 2 — Score Each Element

Score every element present using the scorecards. Read references/component-scorecards.md for the full scoring rubric per component.

Each element gets:

• Score: 1-10
• What's working: specific things done well
• What's failing: specific problems with evidence
• Fix: exact rewrite or change, not vague advice

Scoring Scale

Phase 3 — Conversion Impact Analysis

For each issue found, estimate conversion impact:

High impact — fixing this likely increases conversions 10-30%+

• Unclear hero headline
• No social proof above the fold
• Weak/missing CTA
• No trust signals
• Poor mobile layout

Medium impact — fixing this likely increases conversions 5-15%

• Generic testimonials (no specifics)
• Feature-only descriptions (no benefits)
• Missing FAQ
• Weak secondary CTA

Low impact — nice to have, marginal conversion lift

• Footer improvements
• Minor copy tweaks
• Color refinements
• Animation polish

Always prioritize high-impact fixes first. A user should never leave the audit unsure what to fix first.

Phase 4 — Psychology Audit Layer

Beyond surface-level design, check these psychological principles: Read references/psychology-checks.md for the full checklist.

Quick checks to always run:

Clarity Check

• Can a stranger explain what this does in 3 seconds from the headline alone?
• Is there any jargon, buzzwords, or vague language?

Trust Check

• Is there any social proof above the fold?
• Are testimonials specific (names, roles, results) or generic?
• Does the page feel polished and professional?

Friction Check

• How many form fields are there? (more than 3 for cold traffic = too many)
• How many clicks to the primary action?
• Is there anything that takes users AWAY from converting?

Awareness Level Check

• Who is this page written for — cold traffic or warm traffic?
• Does the hero lead with problem (cold) or offer (warm)?
• Is the awareness level matched correctly?

Congruency Check

• Is the messaging consistent throughout the page?
• Does every section feel like the same brand voice?

Phase 5 — Final Output Format

Produce the audit as a structured report. Always in this format:

# [PAGE/COMPONENT NAME] — Conversion Audit Report
# Audited by: Page Auditor
# Goal: [conversion goal]
# Audience: [target user]
# Input type: [HTML / description / screenshot]

---

## 🔢 OVERALL SCORE: [X/10]
[1-sentence summary of the page's conversion readiness]

---

## 🚨 CRITICAL FIXES (Do These First)
[Ordered by conversion impact — highest first]

### Fix 1: [Short title]
**Problem:** [Specific description of what's wrong and why it hurts]
**Current:** "[exact current copy or element description]"
**Rewrite to:** "[exact suggested replacement]"
**Why it matters:** [psychological principle + estimated impact]

### Fix 2: [Short title]
[same structure...]

---

## ✅ WHAT'S WORKING
[Specific things done well — be genuine, not just polite]

---

## 📋 SECTION-BY-SECTION SCORES

| Section | Score | Status |
|---------|-------|--------|
| Navbar | X/10 | [one-line note] |
| Hero headline | X/10 | [one-line note] |
| Hero visual | X/10 | [one-line note] |
| Social proof | X/10 | [one-line note] |
| [continues...] | | |

---

## 🔍 DETAILED SECTION ANALYSIS

### NAVBAR [X/10]
**What's there:** [description]
**Issues:** [specific problems]
**Fixes:** [specific changes]

### HERO [X/10]
**Headline:** [quote current] → [suggest rewrite]
**Subheadline:** [analysis]
**CTA:** [analysis + rewrite]
**Visual:** [analysis]
**Trust signal:** [present/missing + suggestion]

[continues for every section present...]

---

## 🧠 PSYCHOLOGY AUDIT

**Clarity:** [Pass/Fail + note]
**Trust stack:** [Pass/Fail + note]
**Friction level:** [Low/Medium/High + note]
**Awareness match:** [Level + correct/incorrect + note]
**Congruency:** [Pass/Fail + note]

---

## 📱 MOBILE AUDIT
[mobile-specific issues if detectable]

---

## ⚡ PERFORMANCE FLAGS
[any performance concerns visible from code/description]

---

## 🗺️ PRIORITY ACTION PLAN
[numbered list, highest impact first]
1. [Fix X] — estimated impact: HIGH
2. [Fix Y] — estimated impact: HIGH
3. [Fix Z] — estimated impact: MEDIUM
[...]

---

## 💡 WHAT THIS PAGE SHOULD FEEL LIKE
[2-3 sentences describing the ideal version of this page —
 the emotional experience a visitor should have]

## 📚 REFERENCE PAGES TO STUDY
[2-3 specific pages similar to this one that do it well + what to look at specifically]

Efficiency Rules

• Be specific always. Never write "improve your headline." Write the new headline.
• Quote the actual content. Reference exact text/elements from what was provided.
• Prioritize ruthlessly. Top 3 fixes matter more than a list of 20 minor tweaks.
• Explain the why. Every suggestion must reference a psychological principle or conversion data — not just personal preference.
• If input is a single component → skip full-page structure, go straight to component scorecard + specific fix suggestions.
• Acknowledge what works. Never only criticize — genuine positives build trust in the audit and help users understand what to keep.
• State assumptions clearly. If you inferred the audience or goal, say so.

Reference Files

Read when needed:

• references/component-scorecards.md — Scoring rubrics for every component type (navbar, hero, social proof, features, testimonials, pricing, FAQ, CTA, footer, forms, buttons, cards, modals, login pages)
• references/psychology-checks.md — Full psychology audit checklist + what to look for
• references/rewrite-patterns.md — Common bad patterns + exact rewrite formulas for headlines, CTAs, benefits, testimonials, and form labels