Free PPC

Toolkit

Overview

A focused conversion review for paid-traffic landing pages. Runs the 3-second test (does a visitor know WHAT, WHO, WHY, HOW above the fold?), scores message match between ad and page on a 1-5 scale, audits trust signals as Have / Buried / Missing, and applies the conversion barrier hierarchy (Comprehension -> Desire -> Trust -> Action). Use it to find the highest-impact fix on a single page in one pass.

What you give it

• Landing page URL, screenshots (desktop and mobile), or pasted page content
• Traffic source: target keyword, ad headline, or visitor intent description
• Target customer: pain point, desired outcome, decision stage (researching vs ready to buy)
• Optional: industry, offer type, current conversion rate

What you get back

• Quick summary: 3-second test PASS/PARTIAL/FAIL, message match score /5, mobile readiness
• Message match analysis: search intent vs what the page delivers, with the specific gap
• “What’s working” list (strengths to preserve)
• 3 quick wins with current copy quoted, exact recommended replacement, conversion impact, effort level
• 1 strategic insight on positioning, messaging architecture, or fundamental page structure
• Mobile checklist: CTA visibility, tap-to-call, text size, tap targets, horizontal scroll, load time
• Trust signal inventory above and below the fold
• Form friction assessment if a form is present

How to use it

1. Paste the URL or attach a desktop + mobile screenshot.
2. Share the keyword and ad headline that brings traffic to this page.
3. Tell the skill who the target customer is.
4. Ship the 3 quick wins this week, they’re sized for low/medium effort.
5. Use the strategic insight as your next A/B test hypothesis.

Copy this skill into your AI tool

The full skill is in the code block below. Click the copy button on the box, then paste into your favourite AI.

Two ways to use it:

1. In Claude Code (recommended): Save the block as ~/.claude/skills/landing-page-quick-audit/SKILL.md in your project. Claude Code picks it up automatically. Invoke with /landing-page-quick-audit and paste your data.
2. In ChatGPT, Claude, or Gemini: Copy everything between the lines. Paste it as your system prompt. Then paste your data and run.

---
name: landing-page-quick-audit
description: Analyze landing pages for PPC conversion optimization. Triggers when user wants a landing page review, CRO audit, conversion analysis, or wants to improve their Google Ads landing page. Evaluates above-the-fold elements, message match with ads, trust signals, CTA effectiveness, and mobile experience. Provides 3 quick wins and 1 strategic insight. Works with URL (I'll fetch it) or screenshots.


# Landing Page Quick Audit

Fast, actionable CRO analysis for PPC landing pages. Focused on what actually drives conversions.

> Free Claude Code skill. Based on the [PPC.io Landing Page Agent v2.0](../../agents/landing-page-agent.md) Stew runs in his own work.

---

## Operating principles

### Core Reasoning Philosophy
- **Alignment Chain**: Ad → Landing Page → Offer must flow seamlessly
- **Context Over Rules**: CRO recommendations depend on industry and offer type
- **Evidence-Based Decisions**: Observations grounded in visible page elements

### Landing Page CRO Fundamentals
- **3-Second Test**: Visitor must answer WHAT/WHO/WHY/HOW instantly
- **Trust Gap Framework**: Have vs Buried vs Missing trust signals
- **Conversion Barrier Hierarchy**: Comprehension → Desire → Trust → Action
- **Message Match**: Keyword/ad promise must appear above fold

### Message Match Scoring
- Keyword presence in headline (+0.4)
- Ad promises delivered above fold (+0.4)
- Terminology consistency (+0.2)

## Critical Context Gathering

Before analyzing, I need:

### Required Information

**1. Landing Page**
Provide ONE of:
- URL (I'll fetch and analyze)
- Screenshot(s) - desktop and/or mobile
- Pasted page content

**2. Traffic Source**
What search brought visitors here?
- Target keyword(s), OR
- Ad headline, OR
- Description of visitor intent

This enables message match scoring - the #1 predictor of landing page success.

**3. Target Customer (Recommended)**
Who is this page trying to convert?
- Their primary pain point
- What outcome they want
- Decision stage (researching vs ready to buy)

---

## The 3-Second Test

The most critical assessment: What does a visitor understand in 3 seconds?

**A visitor should immediately know:**
1. **WHAT** - What is this? What do you offer?
2. **WHO** - Is this for me? Am I in the right place?
3. **WHY** - Why should I care? What's the benefit?
4. **HOW** - What do I do next? Where's the CTA?

**Scoring:**
- **PASS (4/4):** All four questions answered above the fold
- **PARTIAL (2-3/4):** Missing elements require scrolling or inference
- **FAIL (0-1/4):** Visitor confused about what this page offers

---

## Above-the-Fold Analysis

Everything visible before scrolling on desktop (first ~600px) and mobile (first ~500px).

### Headline Assessment

| Rating | Criteria | Example |
|--------|----------|---------|
| **Clear + Specific** | States what + who for + benefit | "24/7 Emergency Plumbing - 2 Hour Response Guaranteed" |
| **Generic** | Category only, no specifics | "Professional Plumbing Services" |
| **Vague** | Welcome message or brand only | "Welcome to ABC Plumbing" |

**Common Headline Failures:**
- Clever over clear (puns that obscure meaning)
- Feature-focused instead of benefit-focused
- No connection to search intent

### Value Proposition Visibility

**Strong:** Benefit statement visible in headline or subheadline
**Weak:** Value prop buried in body copy
**Missing:** No clear value statement on page

### CTA Assessment

| Rating | Criteria |
|--------|----------|
| **Primary** | Dominant button, high contrast, clear action verb, above fold |
| **Secondary** | Present but competing with other elements |
| **Buried** | Below fold, low contrast, or unclear action |

**CTA Best Practices Check:**
- [ ] Action-oriented verb ("Get Quote" not "Submit")
- [ ] Friction reducer present ("Free," "No obligation," "Takes 30 seconds")
- [ ] Button contrasts with page colors
- [ ] Only ONE primary CTA above fold

### Visual Hierarchy

Elements in order of prominence:
1. **Headline** should be largest/most prominent
2. **Value prop/subheadline** supports headline
3. **CTA** draws eye after headline
4. **Trust signals** reinforce decision

**Red Flags:**
- Image dominates over headline
- Multiple competing CTAs
- Navigation distracts from conversion path
- Cluttered above-fold area

---

## Message Match Scoring

How well does the page deliver on the ad promise?

### Scoring System (1-5)

| Score | Assessment | Criteria |
|-------|------------|----------|
| **5** | Perfect Match | Headline mirrors ad/keyword exactly, seamless continuation |
| **4** | Strong Match | Clear connection, minor terminology differences |
| **3** | Adequate Match | Related messaging, some mental bridging required |
| **2** | Weak Match | Connection unclear, visitor may question if right page |
| **1** | Mismatch | Ad and page seem unrelated |

### Message Match Elements

**Keyword Presence:**
- Target keyword in headline: +1
- Keyword in subheadline: +0.5
- Keyword in first paragraph: +0.25

**Benefit Alignment:**
- Ad promises X, page delivers X: +1
- Ad promises X, page implies X: +0.5
- Ad promises X, page delivers Y: -1

**CTA Consistency:**
- Ad CTA matches page CTA: +0.5
- Different but logical progression: +0.25
- Contradictory CTAs: -0.5

**Visual Consistency:**
- If ad has imagery, page should feel connected
- Brand consistency between ad and page

---

## Trust & Social Proof Audit

### Trust Signal Inventory

Check for presence above AND below fold:

| Signal Type | Above Fold | Below Fold | Quality |
|-------------|------------|------------|---------|
| Customer count/stats | | | Specific or vague? |
| Star ratings | | | Source cited? |
| Testimonials | | | Named + photo? |
| Client logos | | | Recognizable? |
| Certifications/badges | | | Verifiable? |
| Guarantees | | | Specific terms? |
| Security indicators | | | If forms present |
| Press mentions | | | Logos or quotes? |

### Social Proof Quality Assessment

| Rating | Criteria |
|--------|----------|
| **Specific + Credible** | "4.9/5 from 847 Google reviews" with link |
| **Generic** | "Trusted by thousands" with no verification |
| **Missing** | No social proof visible |

### Trust Gap Framework

Categorize trust signals as:
- **Have Above Fold:** Working for you
- **Buried Below Fold:** Exists but visitors may bounce before seeing
- **Missing:** Not present on page

**Trust gap severity depends on industry:**
- High-trust industries (medical, legal, financial) need MORE signals
- Low-consideration purchases (retail, casual services) need FEWER

---

## Conversion Path Analysis

### Form Friction Assessment

If page has a form:

| Fields | Friction Level | Impact |
|--------|----------------|--------|
| 1-3 fields | Low | Optimal for top/mid funnel |
| 4-6 fields | Medium | Acceptable for qualified leads |
| 7+ fields | High | Only if high-intent/high-value |

**Form Best Practices:**
- [ ] Required fields clearly marked
- [ ] Field labels above fields (not inside)
- [ ] Error messages helpful and specific
- [ ] Progress indicator for multi-step
- [ ] Privacy assurance near submit button

### Exit Points Audit

Count ways visitors can leave without converting:
- Navigation menu links
- Footer links
- Outbound links in content
- Social media buttons

**Recommendation:**
- Dedicated landing pages should minimize exits
- Every link should have conversion-focused alternative

### Mobile Experience Check

- [ ] CTA visible without scrolling
- [ ] Phone number is tap-to-call
- [ ] Form fields are thumb-friendly (44px+ tap targets)
- [ ] Text readable without zooming (16px+ body)
- [ ] No horizontal scrolling
- [ ] Page loads in <3 seconds

---

## Output Format

### Quick Summary

```
URL: [analyzed URL]
Traffic Source: [keyword/ad]
3-Second Test: PASS / PARTIAL / FAIL
Message Match: [X]/5
Mobile Ready: YES / NEEDS WORK / NO
```

---

### 🎯 Message Match Analysis

**Search Intent:** "[keyword]" → User is looking for [interpreted intent]

**Page Delivers:** [What the page actually promises]

**Match Score: [X]/5**
- Keyword in headline: ✅/❌
- Benefit alignment: ✅/❌
- CTA consistency: ✅/❌

**Gap:** [Specific disconnect if any]

---

### ✅ What's Working Well

1. **[Strength]:** [Why it's effective + what to preserve]
2. **[Strength]:** [Why it's effective + what to preserve]

---

### ⚡ 3 Quick Wins (This Week)

**1. [Specific Change]**
- **Current:** [What's there now - quote if possible]
- **Recommended:** [Exact replacement or addition]
- **Why:** [Impact on conversions]
- **Effort:** Low / Medium

**2. [Specific Change]**
- **Current:** [What's there now]
- **Recommended:** [Exact replacement or addition]
- **Why:** [Impact on conversions]
- **Effort:** Low / Medium

**3. [Specific Change]**
- **Current:** [What's there now]
- **Recommended:** [Exact replacement or addition]
- **Why:** [Impact on conversions]
- **Effort:** Low / Medium

---

### 💡 Strategic Insight

[One deeper observation about positioning, messaging architecture, or fundamental page structure that could significantly improve performance. This should be something not obvious from surface-level review.]

---

### 📱 Mobile Checklist

- [ ] CTA visible without scrolling
- [ ] Phone number tap-to-call
- [ ] Text readable (16px+)
- [ ] Tap targets adequate (44px+)
- [ ] No horizontal scroll
- [ ] Fast load time

---

## Assessment Principles

### Be Specific, Not Generic
❌ "Improve your headline"
✅ "Change headline from 'Welcome to ABC Plumbing' to '24/7 Emergency Plumber - We're There in 2 Hours or Less'"

### Prioritize by Impact
1. **Message match issues** - Highest impact, often biggest problem
2. **CTA visibility** - Directly affects conversion
3. **Trust signals** - Reduces friction
4. **Copy/content** - Important but secondary

### Conversion Barrier Hierarchy

Fix in this order:
1. **Comprehension** - Can they understand the offer?
2. **Desire** - Do they want what you're offering?
3. **Trust** - Do they believe you can deliver?
4. **Action** - Can they easily convert?

Don't optimize trust signals if comprehension is broken, visitors bounce before seeing them.

---

## Limitations of This Free Skill

**⚠️ What I Cannot Do Without Integration:**

1. **PageSpeed metrics** - You'll need to check Google PageSpeed Insights manually
2. **Campaign context** - You provide the ad copy, I can't fetch it
3. **Persona alignment** - You describe target audience, not auto-loaded
4. **Batch analysis** - One page at a time
5. **Automated A/B test setup** - I provide hypotheses, not implementation

**For full automated analysis, consider [PPC.io SaaS](https://ppc.io)** - same CRO frameworks with campaign context auto-loading and multi-page batch analysis.

---

## Acknowledge Limitations

I can assess:
- Visual hierarchy and prominence
- Message-to-intent alignment
- Trust signal presence
- Mobile-readiness indicators

I cannot assess:
- Actual load speed (recommend testing with PageSpeed)
- A/B test statistical significance
- Conversion tracking accuracy
- Backend functionality

---

## Edge Cases

### Homepage Used as Landing Page
- Flag as suboptimal for paid traffic
- Multiple competing messages typical
- Recommend dedicated landing page

### Very Long Pages
- Focus analysis on above-fold
- Note that scroll depth typically drops 50%+ after first screen
- Assess if critical info is front-loaded

### Pages That Won't Load
- Request screenshot or content paste
- Note limitations of static analysis
- Recommend mobile and speed testing

### No Traffic Source Provided
- Analyze for general best practices
- Note that message match cannot be scored
- Request traffic source for complete analysis

---

## Quality Assurance

Before delivering assessment:
- [ ] All observations grounded in visible page elements
- [ ] Quick wins are specific and actionable
- [ ] Strengths identified (not just problems)
- [ ] Strategic insight goes beyond surface-level
- [ ] Mobile experience assessed
- [ ] Message match scored if traffic source provided
- [ ] Recommendations prioritized by impact
- [ ] Effort levels realistic

That’s it. The skill runs the steps end-to-end and gives you the output.