Very Cooked
Serious clarity, trust, or conversion problems.
“Thirty-seven years of trust, zero pixels of proof.”
Nobody knows what you sell until they've already emotionally left the page.
The core value proposition is not communicated within the first five seconds of exposure.
Claims without receipts.
- A buyer finishing this page knows less than when they arrived. That's a skill, but not a useful one.
- Your CTA is hiding like it owes somebody money.
The above-the-fold section does not state what you sell, who it's for, or the outcome. Visitors bounce before scrolling.
The visitor can't tell if this works for someone in their exact situation.
The primary action is below the fold, visually weak, or worded with zero intent ('Learn More').
Too many steps, competing actions, or dead ends between interest and purchase.
Abstract, feature-led language that could describe any business in your category.
Roughly 50 in 100 qualified visitors hit a leak before they hit a CTA. You are paying full price for traffic and keeping a fraction of it.
Rewrite the hero around the buyer's painful outcome. One sentence: who it's for, what they get, why now. Kill every abstract noun.
Strong prognosis if treated this quarter.
- 1Rewrite the hero around the buyer's painful outcomeimpact: higheffort: low
One sentence: who it's for, what they get, why now. Kill every abstract noun.
- 2Answer the three silent objectionsimpact: higheffort: medium
'Will it work for me?', 'What if it doesn't?', 'Why you?' — answer all three on the page.
- 3Promote one CTA above the foldimpact: higheffort: low
High contrast, outcome-worded, repeated every 1–2 screens.
- 4Collapse the funnel to one actionimpact: higheffort: medium
Pick the single highest-value action and make everything on the page point at it.
- 5Cut the copy in half, then half againimpact: mediumeffort: low
Every remaining sentence must name a pain, a proof, or a payoff.
Contractor audit“Thirty-seven years of trust, zero pixels of proof.”
Thirty-seven years of trust, zero pixels of proof.
Weak hero message
Recoverable. Move fast.
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