Website Conversion Audit

Website Conversion Audit

Score how well a page turns visitors into action, then return a prioritized fix list. Most pages lose conversions to a handful of predictable leaks — unclear value, weak or competing CTAs, thin proof, and form friction — not to anything exotic.

When to use

The user wants to know why a page underconverts, or wants a teardown of a landing page / homepage / signup flow.

Before you start

1. Read the brand/product context first (.agents/product-marketing.md / .agents/aaj-brand.md) for audience and offer, if present.
2. Establish the conversion goal — what is this page supposed to make someone do? Score against that single goal.
3. Get the page — fetch the URL or work from the provided content/screenshot. Note device (judge mobile too).

Workflow

1. Evaluate the checks in resources/conversion-rubric.md, recording pass / partial / fail for each across the six categories.
2. Score it:

   node resources/score.js '{"checks":{"clear_value_prop":"pass","primary_cta_visible":"partial", ...}}'
   node resources/score.js --help
   

   Returns category scores, a 0–100 total, a grade, and the failing items.
3. Prioritize fixes by leverage: clarity and CTA usually move the needle most, then trust and friction, then speed and tracking. A page can't be optimized if it isn't measured — flag missing conversion tracking.
4. Present the score, category breakdown, and an ordered fix list with the expected effect of each.

Scoring model

Six weighted categories: Message & Clarity 22 · Call to Action 20 · Trust & Proof 18 · Friction & Forms 16 · Speed & Mobile 14 · Conversion Tracking 10. Each scores by pass-rate × weight. Grades: A ≥ 90, B 75–89, C 60–74, D 45–59, F < 45.

Present the result

Lead with the score and grade, then the category bars, then the top fixes in priority order — concrete and specific ("the hero headline describes the product, not the outcome; rewrite to lead with the result"), not "improve copy."

Guardrails & common mistakes

• Judge against the page's one goal, not generic best practice. A pricing page and a blog post convert differently.
• Clarity beats cleverness. The most common leak is a hero that doesn't say what it is, for whom, and why it's better.
• One primary action. Competing CTAs split intent and lower conversion.
• Proof must be specific. "Trusted by thousands" converts worse than a named result with a number.
• Don't optimize blind. Without conversion tracking you're guessing — fix that first.

Related AAJ resources

• Interactive tool: https://aajconsult.com/tools/website-grader

Related skills

cro and signup (deeper flow optimization) · copywriting (fix the message) · ab-test-significance (validate the fix) · seo-geo-aeo-audit (the visibility side).

Credits

Original AAJ skill. The Agent Skills format and Corey Haines' coreyhaines31/marketingskills (MIT) were references for structure and coverage; this skill is independently written. See the repository README.