Funnel Message-Match Auditor

Purpose

Compare ad copy, landing page headline, form, thank-you page, and sales script to flag disconnects that hurt conversion quality. Ensure offer continuity and objection sequencing throughout the funnel.

When to Use This Skill

• When diagnosing low landing page conversion rates despite high ad CTR.
• When leads are unqualified or confused about the offer.
• When launching a new funnel to ensure consistency before spending ad budget.
• When reviewing the entire customer journey from click to close.

Inputs Required

• Ad copy and creative (or a representative sample).
• Landing page URL or copy.
• Lead form fields and copy.
• Thank-you page URL or copy.
• Sales script or follow-up sequence (if available).

Step-by-Step Workflow

1. Map the Journey: Document the exact path a user takes from seeing the ad to the final conversion event.
2. Analyze the Ad: Identify the core promise, hook, and offer presented in the ad.
3. Review the Landing Page: Check if the headline immediately reinforces the ad's promise. Evaluate the offer continuity.
4. Inspect the Form: Ensure the form fields align with the perceived value of the offer (e.g., don't ask for 10 fields for a simple checklist).
5. Check the Thank-You Page: Verify that the next steps are clear and logically follow the initial conversion.
6. Review Follow-Up: Ensure the sales script or email sequence references the original offer and addresses objections sequentially.

Output Format

Provide a structured audit report containing:

• Journey Map: A brief overview of the funnel steps.
• Message Match Score: An assessment of consistency across the funnel.
• Disconnects Identified: Specific areas where the message breaks down or changes unexpectedly.
• Friction Points: Areas where the user experience is confusing or overly demanding.
• Recommendations: Actionable steps to fix disconnects and improve continuity.

Decision Rules

• Always ensure message match between the ad, headline, landing page, lead form, and follow-up sequence.
• The landing page headline must be a logical continuation of the ad's hook or promise.
• The offer must remain consistent throughout the funnel; do not bait-and-switch.

Escalation Rules

• If the ad promises something completely different from the landing page, flag it as a critical error requiring immediate attention.
• If the sales script contradicts the initial offer, escalate to the user for clarification.

Templates & Resources

• checklists/message-match-audit.md: Checklist for reviewing funnel consistency.
• templates/audit-report.md: Template for presenting audit findings.