Before redesigning a landing page, run this 10-minute conversion audit

A prettier landing page is not automatically a clearer one.

Before changing the design, I use a short audit that produces testable decisions:

1. Name the action. Write the one primary action the page should earn: signup, demo request, purchase, or booking. If two CTAs compete, choose one primary path.
2. Read the hero without scrolling. In five seconds, can a new visitor say what the product does, who it is for, and what happens after clicking?
3. Match proof to the promise. Put one concrete proof point beside the claim: a measurable result (only if it is real), a short customer quote, or a visible product example.
4. Reduce the next step. Label the CTA with the outcome, explain friction (“no card required”, if true), and repeat the CTA after the section where the visitor has enough context.
5. Define the measurement. Track CTA click → form start → form submit (or the equivalent action). If analytics are missing, write the expected signal down as a hypothesis instead of inventing a result.

The output is not a redesign mockup. It is three prioritized changes, each with: what to change, why it may help, and what to measure.

I published a public intake for founders who want an example on their own page: request a preview on GitHub. You receive the preview first; the $10 fee is requested only after explicit approval. No credentials or account access are needed.