The 5-minute landing page audit that finds your leak

More traffic is the most expensive way to fix a page that doesn’t convert. If 100 visitors arrive and 1 buys, doubling traffic gets you one more sale — and doubles your cost. Fixing the page so 3 buy triples your revenue for free. Yet almost everyone reaches for more traffic first, because auditing your own page feels vague. It isn’t. Here’s the 5-minute version.

1. The five-second test

Show your page to someone for five seconds, then hide it and ask: what does this offer, and who is it for? If they can’t answer, your headline is doing the wrong job. The top of your page has one task — make the right person think “this is for me” — and most headlines describe the product instead of the person’s problem.

2. The one-thing test

Count the calls to action above the fold. If a visitor has more than one thing they could do, they’ll often do nothing. A converting page asks for one action, repeated. Every extra button is a fork in the road where people get lost.

Confused visitors don’t convert. They leave. Clarity is the whole game.

3. The objection test

List the three reasons someone would hesitate to buy — price, trust, “will this work for me?” Now scan your page. Is each objection answered before the visitor has to ask? Unaddressed objections don’t get raised; they get silently acted on, by closing the tab.

4. The proof test

Where’s the evidence? Testimonials, numbers, logos, a guarantee — something that isn’t just you claiming you’re good. A solo brand lives or dies on borrowed trust. If your page has zero proof, that’s usually the biggest single leak.

5. The thumb test

Open the page on your phone. Is the headline readable without zooming? Is the button reachable with your thumb? Does it load before you lose patience? Most of your traffic is mobile, and most audits are done on a desktop — which is why the mobile leak goes unnoticed for months.

Fix one thing today

Don’t rebuild the page. Run the five tests, find the worst failure, and fix only that one. A single clarified headline or one added testimonial often moves conversion more than a full redesign. Then re-test next week. Conversion is won in small, deliberate increments — not grand overhauls.