Conversion Audit

Usage

Use when auditing a landing page, sales page, or product page before launch, diagnosing why a page gets traffic but doesn't convert, reviewing ad landing pages before spending on paid media, or checking a page against direct response best practices.

Framework Reference

This audit synthesises two complementary direct-response principles:

Narrative arc (pain → dream → fix) — A landing page that sells follows a story, not a feature list.

Pain → Sandwich → Dream → Sandwich → Fix → Sandwich → CTA (wrapped in dream)

Each section transitions via "sandwiches" — brief passages that bounce between hope and reality to create tension. The page stars the customer, not the product.

Conversion mechanics (clarity → desire → credibility → action) — Every landing page must achieve clarity (hero divider), intensify desire (fascinations / value teasing), earn credibility (confidence signals + testimonial walls), and compel immediate action (urgency + friction removal).