Landing Page Auditor

---
name: landing-page-auditor
description: Use when you want to know why your landing page isn't converting. Runs a 7-point audit with scores and a prioritised 3-fix action list, delivered in chat.
version: 1.0.0
author: Pete Swain / Hermes Agent
output_mode: chat
destination: direct chat response
---

## Overview

A landing page that doesn't convert isn't a traffic problem — it's a copy and clarity problem. This skill runs your page through a structured 7-point audit, scoring each dimension honestly and pinpointing exactly what's killing your conversions. It ends with a prioritised 3-fix list so you know what to change first for the biggest impact. No fluff, no "you might want to consider" — just a clear diagnosis and a clear path forward.

## When to Use

- You say "audit my landing page"
- You say "why isn't my page converting"
- You're getting traffic but low opt-ins or purchases
- You're about to run paid ads to a page and want a pre-launch check
- You've updated a page and want an objective read before it goes live
- You want a second opinion on copy before handing it to a designer

## How It Works

1. **Get the page content.** Ask the user to either:
   - Paste the full page copy (all sections from headline to footer), OR
   - Share a URL to the live page for review

2. **Understand the context.** Ask:
   - What is the page asking the visitor to do? (Opt in, purchase, book a call, register for an event)
   - Who is the intended visitor? (Describe the ICA — role, pain point, awareness level)
   - What is the traffic source? (Cold ads, warm email list, referral, organic search — this affects expectation calibration)

3. **Run the 7-point audit.** Score each dimension out of 10. Be honest. A 7 means it's solid. A 10 means it's exceptional. Most pages score 4–6 across the board.

   **Dimension 1 — Headline Clarity (out of 10)**
   Can someone understand within 3 seconds what this page is for and who it's for? Is the headline specific, benefit-led, and audience-focused? Or is it vague, clever, or self-referential? Explain the score.

   **Dimension 2 — Specificity of Promise (out of 10)**
   How specific is the transformation or result being offered? Vague = "improve your business." Specific = "book 3 extra discovery calls per week without cold outreach." Is there a mechanism, a timeframe, or a number? Explain.

   **Dimension 3 — Social Proof Strength (out of 10)**
   Is there social proof? Is it believable and specific? Logos without context, vague testimonials ("This was amazing!"), or missing proof entirely all score low. Names, roles, specific results, and photos score high. Explain.

   **Dimension 4 — Objection Handling (out of 10)**
   Does the page anticipate and neutralise the top 2–3 objections a visitor would have? Common objections: "Is this for me?", "Does this actually work?", "Is it worth the investment?", "I don't have time." Are they addressed? How well? Explain.

   **Dimension 5 — CTA Clarity (out of 10)**
   Is there one clear call to action? Is the button copy specific (not just "Submit" or "Click Here")? Is the CTA repeated at the right moments (above the fold, after proof, at the bottom)? Is there friction in the process (too many fields, unclear next step)? Explain.

   **Dimension 6 — ICA Match (out of 10)**
   Does the language on the page sound like the way the ideal customer thinks and speaks about their problem? Or does it use the seller's language rather than the buyer's? Are the pain points named specifically? Explain.

   **Dimension 7 — Friction and Confusion Points (out of 10)**
   Are there elements that create hesitation, confusion, or distraction? Long paragraphs, jargon, multiple competing CTAs, slow-loading elements, missing mobile optimisation, unclear value hierarchy. List any friction points found and score the overall friction level (10 = frictionless).

4. **Calculate and deliver the total.** Sum the scores (out of 70). Give a category:
   - 56–70: High performer. Focus on the weak dimensions only.
   - 40–55: Underperforming. Structured improvements needed.
   - Below 40: Fundamental rewrite recommended. Here's where to start.

5. **Deliver the prioritised 3-fix list.** Identify the 3 changes that will have the biggest conversion impact. Be specific — not "improve the headline" but "rewrite the headline to include the specific outcome and a timeframe, e.g., 'Book 3 Extra Calls Per Week — Without Cold Outreach'."

## What the Agent Needs From You

- **The landing page copy or URL**
- **What the page is asking visitors to do**
- **Your target visitor description** — ICA role, pain point, and awareness level
- **The traffic source** — cold, warm, or mixed

## Output

- 7-dimension score card with an honest commentary paragraph for each
- Total score and category verdict
- Prioritised 3-fix list with specific, actionable rewrites
- Delivered in chat — no external document needed