http://bit.ly/landing-page-audit-video Over a year ago we did a live critique of Unfunnel Growth Labs member landing pages and blog posts on our weekly Office Hours webinar training. During that content auditing segment, I identified several blogging factors PLUS the four main landing page criteria that every landing page design must consider. Today I’m expanding that list with a 15-Point Landing Page Audit across those 4 categories that will tell you if your landing page offer, design and copy stacks up. The Landing Page Audit worksheet has five components (labeled above): 1. Grading Elements – Evaluating elements like the headline, offer, trust, visuals, etc.. 2.Grading Criteria – Grade these elements based on specific criteria. 3. Element Scores – Score each element separately on a scale from Exceptional to Unsatisfactory. 4. Final Score – Receive an overall score out of 100. 5. Action Items – Take action to improve the elements that don’t receive a perfect score. With all of the Landing Page editors or themes you can use out there, it is REALLY easy to create a kind of Frankenstein’s monster without even knowing it — this will give you the process you need to avoid doing that entirely. Download This Template at http://bit.ly/revenue-launchpad

1. 2017 Blog Post + Landing Page Audit - Blog Post Audit Template
2017 BLOG POST + LANDING PAGE AUDIT
URL:
Writer:
Date:
Need instructions? Click here to access the 4-minute Blog Post Audit explainer video.
Grading Element Exceptional (4 points) Competent (3 points) Needs Improvement (2 points) Unsatisfactory (1 point) Score (1-4)
Headline
• A clear, "tightly-written" promise is made using as
many words as necessary.
• The promise made in the headline is delivered
upon in the body of the post.
• Headline is compelling without being misleading or
hypey.
• Headline needs to be "tightened" or requires a bit
more description to completely communicate the
promise.
• Headline isn't as compelling as it could be or is
somewhat hypey or misleading.
• Headline is "wordy" or far too short to completely
communicate the promise.
• Headline is not compelling or is hypey or
misleading.
• Elements of the promise made in the headline are
not delivered upon in the body of the post.
• Headline is weak or completely misleading and/or
hypey.
Introduction
• Copy is extremely easy to consume and develops a
rhythm for the post.
• Copy draws the reader in and compels them to
read the entire article.
• Copy creates a "speed bump" for the reader
through a wordy or unneccesary statement, complex
words, or intimidating formatting.
• The benefit of reading the entire article is not
made completely clear early in the introduction.
• Copy contains 2-3 "speed bumps" for the reader
through wordy or unneccesary statements, complex
words, or intimidating formatting.
• Copy is extremely difficult to consume because of
4 or more wordy or unneccesary statements,
complex words, or intimidating formatting.
• The benefit of reading the entire article is not made
clear at all in the introduction.
Consumption
• Copy is formatted in a way that makes the article
easy to consume.
• Transitions between ideas and subheadlines are
smooth.
• Copy contains one "speed bump" that could be
removed by formatting with bullets, numbered lists,
blockquotes, etc.
• One transition between ideas and headlines
creates a "speed bump" for the reader.
• Copy contains 2-3 "speed bumps" that could be
removed by formatting with bullets, numbered lists,
blockquotes, etc.
• 2-3 transitions between ideas and subheadlines
create "speed bumps" for the reader.
• Copy contains 4 or more "speed bumps" that could
be removed by formatting with bullets, numbered
lists, blockquotes, etc.
• 4 or more transitions between ideas and headlines
create "speed bumps" for the reader.
Goal
• A clear call to action is made that is relevant to the
subject matter of the article.
• Copy and/or design of the call to action compel the
reader to take the desired action.
• Call to action is located in one or more prominent
positions within the post.
• A more relevant call to action is available for this
post.
• Copy and/or design of the call to action could be
more compelling to the reader.
• Call to action could be located in a more prominent
location in the post.
• Call to action is completely irrelevant to the subject
matter of the post.
• Copy and/or design of the call to action is not
compelling.
• Call to action is difficult to find in the post.
• The post does not contain a call to action.
Media
• All images, video, and audio are clean and clear
and of high production quality.
• All the posts' needs for images, video, and audio
are met.
• One instance of an image, video, or audio is
unclear or of low production quality.
• One section of the post requires the use of an
image, video, or audio to complete the post.
• There are 2-3 instances of images, video, and/or
audio that are unclear or of low production quality.
• To complete the post, 2-3 sections require the use
of an image, video, or audio.
• The post contains no media.
Close
• The close effectively concludes the post.
• The close uses humor, wit, insight, or otherwise
incites emotion that compels the reader to
comment, share, or visit more pages on the blog.
• The close effectively concludes the post.
• The close uses dry or boring language.
• The close does not effectively conclude the post.
• The close uses dry or boring language.
• The post contains no close.

2. 2017 Blog Post + Landing Page Audit - Blog Post Audit Template
Search
• All 5 on-page SEO elements (URL, body text,
images, title tag, meta description) are optimized for
a keyword unique to that page.
• All opportunities to cross-link to other content are
used.
• One on-page SEO element is not keyword
optimized.
• One opportunity to cross-link is missed in this post.
• 2 on-page SEO elements are not keyword
optimized.
• 2-3 opportunities to cross-link to other content are
missed in this post.
• The post is not keyword optimized or it "keyword
cannibalizes" another post on the website.
• The post misses 4 or more opportunities to cross-
link to other content.
Categorization
• The post is in the appropriate category.
• The post is appropriately tagged.
NA NA
• The post is not in the appropriate category.
• The post is not appropriately tagged.
Completeness
• The post completely delivers on the promise made
in the headline and introduction.
• Every idea in the post is appropriately strengthened
with media (images, video, etc), examples, data,
and/or links to more information.
• One idea in the post requries media (images, video,
etc), examples, data, and/or links to more
information to be complete.
• 2-3 ideas in the post requrie media (images, video,
etc), examples, data, and/or links to more
information to be complete.
• 4 or more ideas in the post require media (images,
video, etc), examples, data, and/or links to more
information to be complete.
Consistency
• The content of the post is consistent with the brand.
• The content of the post is consistent with other
information presented by the organization.
NA NA
• One or more elements of the post are inconsistent
with the brand.
• One or more elements of the post are inconsistent
with other information presented by the
organization.
Final Score 0
Action Items
*

3. 2017 Blog Post + Landing Page Audit - Landing Page Audit Sample
LANDING PAGE AUDIT SAMPLE
URL:
Writer:
Date:
Grading Element Exceptional (4 points) Competent (3 points) Needs Improvement (2 points) Unsatisfactory (1 point) Score
Offer
Clarity
• A clear, "tightly-written" headline, and subheadline
that answers 'What is it?' and 'What does it do for
me?'
• The promise made in the headline is expanded
upon in the subsequent content
• Headline is compelling without being misleading or
hypey.
• Headline needs to be "tightened" or only answers
one of the key questions.
• Headline isn't as compelling as it could be or is
somewhat hypey or misleading.
• Headline is "wordy" or far too short to completely
communicate the promise.
• Headline is not compelling or is hypey or
misleading.
• Elements of the promise made in the headline are
not delivered upon in the subsequent content
• Headline is weak or completely misleading and/or
hypey.
4
Scent
• The copy and promises of the ad (or referring
source) is articulated on the page.
• The images from the ad (or referring) are shown on
the landing page.
• The design of the landing page is consistent with
the ad (or referring source).
• The copy and promises of the ad (or referring
source) are somewhat articulated on the page.
• The design of the landing page is somewhat
consistent with the ad (or referring source).
• The copy and promises of the ad (or referring
source) are loosely articulated on the page.
• The design of the landing page is loosely consistent
with the ad (or referring source).
• The copy and promises of the ad (or referring
source) are not articulated on the page.
• The images from the ad (or referring) not on the
landing page.
• The design of the landing page is not consistent
with the ad (or referring source).
4
Relevance
• The offer is something the target audience
wants/needs.
• The offerarticulartion is personalized for the
specific target market.
• The offer is something the target audience
wants/needs.
• The offer is articulated for an individual audience
(many-to-one)
• The offer is something the target audience might
wants/needs.
• The offer isn't articulated for the audience but is a
feature list.
• The offer isn't something the target market
wants/needs.
• The offer is poorly articulated to any audience.
4
Visualization
• The product or service is depicted via authentic
imagery or video.
• The product’s or service’s features are depicted by
authentic imagery or video.
• The product or service is depicted via stock
imagery or video.
• The product’s or service’s features are depicted by
bulleted lists.
• The product or service is depicted via stock
imagery or video.
• The product’s or service’s features aren't depcited
at all.
• The product or service is not visually depcitec
• The product’s or service’s features aren't visually
depcited.
4
Form/CTA
Visible Form • The form is immediately visible. N/A N/A • The form is not immediately visible. 4
Appropriate
Number Of Fields
• The number of form fields is appropriate for the
offer, e.g., high commitment offers have longer forms
& lower commitment offers have shorter form fields.
• There are no ‘optional’ fields.
N/A N/A
• The number of form fields is disproportionate to the
offer, e.g., high commitment offers have longer forms
& lower commitment offers have shorter form fields.
4
Compelling Form
Headline
• A clear, "tightly-written" headline, and subheadline
that answers 'What is it?' and 'What does it do for
me?'
• The promise made in the headline is expanded
upon in the subsequent content
• Headline is compelling without being misleading or
hypey.
• Headline needs to be "tightened" or only answers
one of the key questions.
• Headline isn't as compelling as it could be or is
somewhat hypey or misleading.
• Headline is "wordy" or far too short to completely
communicate the promise.
• Headline is not compelling or is hypey or
misleading.
• Elements of the promise made in the headline are
not delivered upon in the subsequent content
• Headline is weak or completely misleading and/or
hypey.
4
Visible & Noticeable
CTA
• The CTA is visible.
• The CTA stands out.
• The CTA is reiterated throughout the page.
• The CTA is descriptive, e.g., not ’Submit’
• Only 3 of the 4 CTA criteria are met. • Only 2 of the 4 CTA criteria are met. • 1 ≤ of the 4 CTA criteria are met. 4
Trust
Professional Design
• Layout is smooth and revolves around a single
idea.
• Fonts are consistent
• Images are authentic
• The page flow is intuitive to the user.
• Layout is smooth and revolves around a single
idea.
• Too many font types, sizes, and colors.
• Imagery is unprofessional or inauthentic.
• The page flow is intuitive to the user.
• Page layout is a mashup of multiple design
inspirations.
• Too many font types, sizes, and colors.
• Imagery is unprofessional or inauthentic.
• The page flow is intuitive to the user.
• Page layout is a mashup of multiple design
inspirations.
• Too many font types, sizes, and colors.
• Imagery is unprofessional or inauthentic.
• The page flow is unintuitive to the user.
4

4. 2017 Blog Post + Landing Page Audit - Landing Page Audit Sample
Relevant Trust
Icons
• Page uses trust icons.
• Trust icons are appropriate for the page context.
• There are no ‘old school’ hyperbolic trust claims, e.
g. ‘Risk Free’
• The page uses trust icons.
• Trust icons are not appropriate for the page
context.
• There are no ‘old school’ hyperbolic trust claims, e.
g. ‘Risk Free’
• The page has trust icons.
• Trust icons are not appropriate for the page
context.
• There are ‘old school’ hyperbolic trust claims, e.g.
‘Risk Free’
• There are no trust icons 4
Authentic
Testimonials
• Your page uses testimonials.
• Your testimonials are not anonymous.
• You testimonials include a name, photo, job title,
and place of business.
• Your page uses testimonials.
• Your testimonials are not anonymous.
• You testimonials don't include all of the following:
name, photo, job title, and place of business.
• Your page uses testimonials.
• Your testimonials are anonymous.
• You testimonials don't include any of the following:
name, photo, job title, and place of business.
• The page has no testimonials 4
Clear Privacy
Policies
• There is a visible privacy policy.
• There is no ‘cute’ copy for your privacy policy
information.
• The privacy policy is in proximity to your CTA.
• There is a visible privacy policy.
• There is ‘cute’ copy for your privacy policy
information.
• The privacy policy is in proximity to your CTA.
• There is a visible privacy policy.
• There is ‘cute’ copy for your privacy policy
information.
• The privacy policy is not near your CTA.
• The page has no privacy policy. 4
Visual Hierarchy
Using Visual Queues
To Highilight Key
Areas
• The page and design guide the eye to high priority
sections.
N/A N/A
• The page and design conflict with your high priority
page sections.
4
Page Design Fits A
Singular Theme
• The fonts, colors, imagery, and copy compliment
each other.
N/A N/A
• The fonts, colors, imagery, and copy compete with
one another as a ‘frankenpage’.
4
Supporting Imagery
• The supporting imagery, e.g., features, product use,
etc… does not compete with your CTA.
• The supporting imagery, e.g., features, product use,
etc… does not break the page theme.
• The supporting imagery, e.g., features, product use,
etc… does compete with your CTA.
• The supporting imagery, e.g., features, product use,
etc… does not break the page theme.
• The supporting imagery, e.g., features, product use,
etc…, competes with your CTA.
• The supporting imagery, e.g., features, product use,
etc…, does break the page theme.
• The page doesn't use supporting imagery and relies
on the hero shot.
4
Final Score 100
Action Items
Write the action items down here!