Landing page audit checklist

A homepage usually serves many intents (product, company, careers, blog). A landing page should serve one campaign intent: one offer, one primary action.

ratemybrand.pro is optimized as a homepage brand audit, but the same five dimensions apply to most landing pages: Visual Identity, Messaging & Clarity, Trust, Differentiation, and Technical UX. Use this checklist for structure; use the tool for a scored pass.

1. Step 01

   Is the offer obvious in one breath?

   Visitor should name what you sell and who it is for after reading the hero only. If they need the second scroll, Messaging fails.

2. Step 02

   Does the headline name a job, buyer, or outcome?

   Slogans (“Work smarter”) fail. Specific lines (“Reconcile invoices for finance teams in under 10 minutes”) pass.

3. Step 03

   Is there one primary CTA with outcome language?

   “Get started” is weak. “Book a demo,” “Start free audit,” or “See pricing” ties the click to a result.

4. Step 04

   Does proof appear before the ask intensifies?

   Logos, metrics, or a testimonial should support the CTA — not only appear after a long feature dump.

5. Step 05

   Are objections handled without burying the offer?

   FAQ, pricing clarity, or “how it works” belong after the value is clear. Leading with fine print kills momentum.

6. Step 06

   Could a competitor swap logos and keep the copy?

   If yes, Differentiation is broken. Name your wedge — process, niche, data, or guarantee — in plain language.

7. Step 07

   Is visual hierarchy scannable?

   One H1, clear section titles, enough contrast. Decorative clutter that competes with the CTA taxes Technical UX and Visual Identity.

8. Step 08

   Does mobile still show offer + CTA without hunting?

   ratemybrand.pro captures at 1440px; still check mobile yourself. A desktop-only hero with a lost CTA is a common conversion leak.

This is not a technical SEO crawl, Core Web Vitals report, or accessibility audit. Those matter — run them separately. If your landing page “passes Lighthouse” but still under-converts, the failure is usually messaging, proof, or CTA hierarchy — the brand layer this checklist targets.

Paste the live URL into ratemybrand.pro for a 0–100 score and prioritized fixes, or study an anonymized sample audit first.