how to roast a landing page: a ruthless step-by-step audit for higher conversions

Introduction

This article is the first in a series about practical conversion work. It explains exactly how to roast a landing page: a structured, candid critique that spits out prioritized fixes and test ideas. The goal is not to be mean. The goal is to expose the clearest blockers to conversion and convert a critique into concrete experiments. For a fast review that ties into this approach, use the landing.report landing page review.

What a roast means for landing pages

A roast is a short, high-intensity audit focused on friction, clarity, and testability. Unlike a long feature list, a roast ends with ranked hypotheses that can be A/B tested. This approach pairs well with landing.report services in landing page review, AI landing page review, landing page optimization, and conversion rate optimization.

Quick roast framework (10-minute pass)

Use this framework as a fastfirst pass before a deeper audit.

• Open on mobile and desktop. Note time to first meaningful paint and topfold clarity.
• Read the headline aloud and then the first CTA. Ask: can a stranger tell the offer and next step in 5 seconds?
• Scan for obvious trust signals and obvious distractions.
• Check the form or checkout path for extra fields or unclear labels.
• Find the hardest interaction and mark it for testing.

Deep roast checklist (step-by-step)

This section turns observations into testable items.

1. First impression and clarity

• Headline: state the promise and target user in plain terms. If it takes more than one read, label it unclear.
• Subheadline: add the primary benefit and how it works in one sentence.
• Visuals: ensure the main image supports the message. If the image confuses the offer, mark it for replacement.

2. Value proposition and proof

• Single-sentence value: write a one-line version of the offer. If it is fuzzy, prioritize a headline rewrite.
• Proof: list visible trust indicators. If none, plan to add a concise logo strip or brief metric.

3. CTA and microcommitments

• CTA clarity: check exact button text and expected result. Replace vague CTAs with direct outcomes, for example "Start 14-day test" instead of "Submit."
• Microcommitment path: if the form is long, split it. Note which fields can be removed or shifted later in the funnel.

4. Visual hierarchy and scanning

• F-pattern test: can a user scan and see headline, subheadline, CTA, and qualifying line quickly?
• Noise: mark any elements that compete with the primary CTA. Plan a variant that removes one distraction per test.

5. Language, tone, and audience fit

• Benefit-first language: ensure copy focuses on user outcome, not product features.
• Jargon check: replace industry terms with plain language unless the audience expects them.

6. Trust, risk reduction, and urgency

• Risk reduction: add a short guarantee line, privacy note near forms, or a short FAQ snippet above the fold as tests.
• Urgency signals: test soft timing such as limited spots versus hard countdowns to see what lifts conversions.

7. Interaction, forms, and mobile usability

• Mobile-first check: verify form inputs, keyboard types, and thumb reach for CTAs.
• Form validation: ensure inline errors are clear and actionable. If errors are vague, mark them.

8. Performance and analytics

• Speed: note whether page speed causes visible layout shifts. Plan a speed-focused variant that lazy loads noncritical images.
• Tracking: ensure primary conversion events are firing so results from roast-driven tests can be measured.

Turning roast notes into tests

A roast should finish with prioritized hypotheses. Use a simple rubric: impact, effort, confidence. Pick three experiments for the next sprint:

• One headline test for clarity.
• One CTA or microcommitment test to reduce friction.
• One trust or social proof test to increase credibility.

Sample roast comments (realistic phrasing for tickets)

• "Headline reads like a feature list. Test benefit-first headline stating who this is for and what changes in one sentence."
• "Primary CTA says Submit. Test CTA that states the outcome: Get My Audit."
• "Too many topfold links. Test removing secondary nav and adding a short proof strip."

How to prioritize after a roast

• Rank each ticket by estimated impact on conversion, time to implement, and ease of measurement.
• Run the fastest high-impact tests first. Convert qualitative roast notes into one-metric hypotheses so measurement is simple.

Using landing.report with a roast

After recording roast items, a landing.page review can help prioritize and formalize test plans. The landing.report landing page review is tailored to landing page review, AI landing page review, landing page optimization, and conversion rate optimization. Tie roast findings into that review to create a prioritized experiment backlog.

Final notes and next steps

A roast is the practical, action-focused start of conversion work. This article is the first in a series that will show how to write rigorous hypotheses, run A/B tests, and interpret results from roast-led audits. Use the checklist, translate observations into test tickets, and run a targeted landing page review with landing.report to convert critiques into measurable wins.