Visible
1/2Offer
Offer clarity
Audit worksheet
Landing Page Friction Audit
A simple way to spot why paid traffic, social attention, or referrals are not becoming enquiries.
Drop-off causes are hypotheses until the tracking plan confirms them.
Before-after scanner
Friction scanner
Offer clarity, CTA hierarchy, proof, mobile rhythm, form friction, and measurement are checked in one pass.
Scan note
A landing page diagnosis before more paid traffic is scaled.
Before
Offer
CTA
Proof
Mobile
Measure
After
Offer
CTA
Proof
Mobile
Measure
Worksheet
A worksheet for diagnosing the page before spending more budget.
Scan 1
Offer clarity
The offer should say who it helps, what changes, what is included, and what happens next. If the page needs a sales call to explain the offer, the page is not doing its job.
Scan 2
CTA hierarchy
Primary and secondary CTAs should not fight. Pick one main conversion path, keep WhatsApp visible, and make the secondary action useful rather than decorative.
Scan 3
Proof
Proof can be a case, sample artifact, process evidence, credential, before-after structure, or measurement plan. Do not use fake results to fill the gap.
Scan 4
Mobile layout
On mobile, check first-screen clarity, scroll rhythm, sticky contact access, button spacing, visual weight, and whether important proof arrives before fatigue.
Scan 5
Form friction
Forms should ask only for what is needed at that stage. Replace broad textarea-only forms with route, market, urgency, service fit, and contact preference.
Scan 6
Measurement
Every landing page needs source, campaign, CTA, form submit, WhatsApp start, and follow-up outcome tracking before paid traffic is scaled.
Worksheet
Step 1
Offer clarity
The offer should say who it helps, what changes, what is included, and what happens next. If the page needs a sales call to explain the offer, the page is not doing its job.
Step 2
CTA hierarchy
Primary and secondary CTAs should not fight. Pick one main conversion path, keep WhatsApp visible, and make the secondary action useful rather than decorative.
Step 3
Proof
Proof can be a case, sample artifact, process evidence, credential, before-after structure, or measurement plan. Do not use fake results to fill the gap.
Step 4
Mobile layout
On mobile, check first-screen clarity, scroll rhythm, sticky contact access, button spacing, visual weight, and whether important proof arrives before fatigue.
Step 5
Form friction
Forms should ask only for what is needed at that stage. Replace broad textarea-only forms with route, market, urgency, service fit, and contact preference.
Step 6
Measurement
Every landing page needs source, campaign, CTA, form submit, WhatsApp start, and follow-up outcome tracking before paid traffic is scaled.
Apply as tool
Turn the note into an audit brief.
The resource should leave the first call with named evidence, not a vague reading list.
Before-after scanner
Mark the visible gaps.
Use the resource to name what a buyer can see, what is missing, and which claim needs evidence before it goes public.
Drop-offTrust gapNext action
Worksheet
Score, collect, and route.
Score the gaps.
5/10 · Needs evidenceVisible
Offer
1
Missing
CTA
1
Risk
Proof
1
Visible
Mobile
1
Missing
Measure
1
Bring
Evidence pack
Offer clarity
Assign
Owner lane
Drop-off
Move
First action
Use the resource to name what a buyer can see, what is missing, and which claim needs evidence before it goes public.
Friction report
Route-specific scored report.
Missing
1/2CTA
CTA hierarchy
Risk
1/2Proof
Proof
Visible
1/2Mobile
Mobile layout
Missing
1/2Measure
Form friction
Landing Page Friction Audit scored report Route: landing-page repair Mode: Inspect Stage: Readiness Readiness: 5/10 - needs evidence before handoff Report lens: Offer clarity, CTA hierarchy, proof, mobile rhythm, form load, and measurement events. Source proof: Not named yet Owner lane: Not assigned yet Next action: Not routed yet Boundary: Drop-off causes are hypotheses until the tracking plan confirms them.
Audit output
What to bring into the first conversation.
The resource works best when the conversation starts with actual page, channel, and decision evidence instead of general preferences.
01
Page evidence
Bring the URL, screenshots, source links, and any mobile pain points the team already knows.
02
Channel evidence
Bring ad links, WhatsApp examples, search terms, or campaign sources if this resource touches routing or discovery.
03
Decision evidence
Bring the next business decision: launch, rebuild, improve conversion, route leads, or measure performance.
Next step