Recognition
The right visitor should know the page is for them before they have to interpret the product.
Conversion
reality check
You built it fast. Good. Now step away from the achievement and test whether a stranger can see the value, trust the claim, and take the next step.
Speed is not proofClarity before clevernessEvidence before adjectivesOne next actionFriction has a costSpeed is not proofClarity before clevernessEvidence before adjectivesOne next actionFriction has a cost
The page is finished. The argument is not.
Pride measures what it took to build. Conversion clarity measures what a visitor can understand, believe, and do.
Test the argument
This rubric inspects the message you provide. It does not read analytics or predict a conversion rate. Use it to find what to test next.
What earns the click
No visual flourish can rescue a missing answer. These three layers make the audit useful before analytics arrive.
Belief
A specific promise needs visible evidence. Numbers, named outcomes, and relevant examples beat adjectives.
Momentum
The next action should feel proportional to the value already demonstrated. Reduce commitment until trust catches up.
Admire it later. Test it now.
Take the highest-impact blocker into the next rewrite. Then run the same check again and compare the message, not your memory of it.
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