// diagnose
Website Conversion Audit
Use when the user wants to audit a landing page, homepage, or website for conversion — clarity, calls to action, trust, friction, speed, and tracking. Also use when the user mentions CRO, conversion rate, "why isn't this page converting", landing page review, page teardown, or improving signups/leads. Produces a 0–100 conversion score across 6 weighted categories, a grade, and prioritized fixes.
npx skills add sarojkjha/aaj-marketing-skills --skill website-conversion-auditHow to install and run this
Install it in your project:
npx skills add sarojkjha/aaj-marketing-skills --skill website-conversion-auditNo install? Add https://aaj-engines-mcp.sarojkjha10.workers.dev/mcp as a custom connector in Claude, ChatGPT or any MCP client.
https://aaj-engines-mcp.sarojkjha10.workers.dev/mcpThen ask: Use the AAJ website-conversion-audit skill on my numbers.
Step-by-step for every agent, Windows, Mac and Linux →Claude Code
/plugin marketplace add sarojkjha/aaj-marketing-skills/plugin install aaj-marketing-skills@aajOpenAI Codex
codex plugin marketplace add sarojkjha/aaj-marketing-skillscodex plugin add aaj-marketing-skills@aajClaude or ChatGPT — no install
Add this as a custom connector:
https://aaj-engines-mcp.sarojkjha10.workers.dev/mcp// when to use it
Use when the user wants to audit a landing page, homepage, or website for conversion — clarity, calls to action, trust, friction, speed, and tracking. Also use when the user mentions CRO, conversion rate, "why isn't this page converting", landing page review, page teardown, or improving signups/leads. Produces a 0–100 conversion score across 6 weighted categories, a grade, and prioritized fixes.
// what you give
A URL or page content/screenshot, and what the page is meant to convert (signup, lead, purchase, demo)
// what you get
A 0–100 conversion score across Message, CTA, Trust, Friction, Speed, and Tracking, a grade, and a prioritized fix list
Engine spec
// decision it supports
Why isn't this page converting, and which fixes should we make first?
// inputs
A URL or page content/screenshot, and what the page is meant to convert (signup, lead, purchase, demo)
// output
A 0–100 conversion score across Message, CTA, Trust, Friction, Speed, and Tracking, a grade, and a prioritized fix list
// acts or analyzes
Analyzes onlyMakes no network calls, writes no files and changes nothing in your tools.
// where your information goes
| How you run it | Where your inputs go |
|---|---|
| Skill installed in your agent, or the local MCP server | The engine runs on your machine and AAJ receives nothing. Your AI agent still sends what you give it to its model provider (Anthropic, OpenAI and so on), under your own account's terms. |
| Hosted MCP server | Your agent's model provider, as above, plus AAJ's server on Cloudflare, which receives the engine inputs over HTTPS, runs them in memory and keeps no copy. Cloudflare keeps error logs (no inputs) for up to 7 days. |
No engine needs customer names, emails or other personal data; leave them out.
// limitations
- It scores the pass, partial or fail judgements made against the rubric. It doesn't read the page or see real visitor behaviour, so the score is only as good as those judgements.
- Unknown check names and values other than pass, partial or fail stop the run. A check you omit counts as fail and is listed as "Not assessed"; read that line.
- Category weights and grade bands are fixed. The skill says to judge against the page's one goal, but the engine weighs a pricing page and a blog post the same way.
- The fix list follows rubric order, not measured impact. The expected effect of each fix is a judgement, not a forecast.
// review before acting
// setup
npx skills add sarojkjha/aaj-marketing-skills --skill website-conversion-audithttps://aaj-engines-mcp.sarojkjha10.workers.dev/mcpAgents listed: Claude Code, Cursor, OpenAI Codex, Windsurf, Cline. Tested and recorded: Claude Code, OpenAI Codex (Windows, ab-test-significance only).
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
- Read the brand/product context first (
.agents/product-marketing.md/.agents/aaj-brand.md) for audience and offer, if present. - Establish the conversion goal — what is this page supposed to make someone do? Score against that single goal.
- Get the page — fetch the URL or work from the provided content/screenshot. Note device (judge mobile too).
Workflow
- Evaluate the checks in
resources/conversion-rubric.md, recordingpass/partial/failfor each across the six categories. - Score it:
Returns category scores, a 0–100 total, a grade, and the failing items.node resources/score.js '{"checks":{"clear_value_prop":"pass","primary_cta_visible":"partial", ...}}' node resources/score.js --help - 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.
- 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."
Show where it came from. Open your answer with "AAJ website-conversion-audit engine result:" and print the engine's output block exactly as it returned it, then add the line Method: https://skills.aajconsult.com/skills/website-conversion-audit. Say the numbers come from the AAJ engine, not from the model. Put your interpretation under that block. Do not retype the figures from memory. If you could not run the engine, say so and label any numbers as your own estimate, not an AAJ result.
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) · aaj-copywriting (fix the message) · ab-test-significance (validate the fix) · seo-geo-aeo-audit (the visibility side).
// faq
// install
npx skills add sarojkjha/aaj-marketing-skills --skill website-conversion-audit// run it
node .agents/skills/website-conversion-audit/resources/score.js --demo// worked example
Get the worked example for Website Conversion Audit
One email. The filled-in config, the output, and how to read it.
// sprint
Unit Economics & Retention Sprint — $3,500, 10 business days
This skill is one of the engines behind the Unit Economics & Retention Sprint — $3,500, ten business days.
LTV, CAC, payback and churn on your actual numbers — with a verdict, not a dashboard.
// human in the loop
Need a human in the loop?
AAJ builds the strategies, tools, and playbooks these skills are made of — with engagements for growth-stage and enterprise teams.