Free tool · Lab 11
Landing page & website audit checklist
A list of 33 checks in 6 categories: message, trust, forms, speed, measurement and basic legal requirements. Answer Yes, Partly or No and get a score, a map by category and your top 5 fixes, in priority order.
Overall page readiness score
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Score by category
Top 5 fixes
An indicative self-assessment that you carry out yourself, based on working rules. The weights are practical judgements, not universal constants, and a high score does not guarantee conversions. Nothing is sent anywhere, and nothing is saved unless you press “Save in browser”. The GDPR and accessibility checks are informative only and are not legal advice.
How the tool calculates the score
Every check has a weight from 1 to 3: 3 means that missing it usually hits the visitor’s decision directly (a clear headline, a visible button, speed on mobile, for example), while 1 means a useful check that usually has a smaller effect. Answers are worth: Yes = 1, Partly = 0.5, No = 0. “N/A” removes the check from the calculation, as do checks you leave unanswered.
- Category score = sum of (weight × value) ÷ sum of assessed weights × 100;
- Overall score = the same formula applied to all assessed checks (not a simple average of the categories);
- Fix priority = weight × gap, where the gap is 1 for “No” and 0.5 for “Partly”. Ties go to the higher weight, then to list order.
The page type changes the weights and hides checks that do not apply. A campaign landing page does not need a full menu, but its message must continue the ad; on a product page, the price, variants and checkout steps matter; on a homepage, navigation and company identity matter. The weights are working rules we have set from optimisation practice, not values measured across a market.
Until you have assessed everything, the score is provisional: it only reflects what you have assessed so far. The “Top 5 fixes” list is built from your answers; if you answer too optimistically, the result will be optimistic. The most useful way to use it is with the page open beside you and real data to hand (PageSpeed Insights, analytics).
The checks in the Legal / GDPR and accessibility category are indicative. Legislation and regulators’ requirements can change, and every company’s situation differs; confirm your own case with a lawyer or a data protection officer.
Guides for each category
- Landing page structure — message, proof and action;
- How conversion rate is calculated — the basis of measurement;
- Website speed and Core Web Vitals — speed and mobile;
- GDPR and cookies on your website — the basic requirements;
- Website launch checklist — the final technical checks;
- Conversion rate optimisation (CRO) — when you move from audit to testing.
Frequently asked questions
About the landing page audit
What is a landing page audit?
It is a systematic review of a page against criteria that influence conversion: how clear the message is, how credible the page looks, how simple the next step is, how fast it loads, whether you can measure results and whether you meet the basic privacy and accessibility requirements.
Which page type should I choose?
Choose the type that best describes the page you are assessing. “Campaign landing page” is the page you send ad traffic to, with a single purpose. “Product page” applies to one product in a shop. All other presentation pages, including the homepage, fall under “Homepage”. You can change the type at any time; your answers are kept.
Are my answers saved?
Only if you press “Save in browser”. Your progress is then kept in your browser, on this device, and you can delete it at any time. Without that click nothing is saved and nothing is sent to us. Only “Send the result to us” pre-fills the contact form, which you send yourself if you wish.
Does a high score mean the page will convert well?
Not necessarily. The score shows how many common practices are in place, not how well the page converts. The real conversion rate depends on the offer, the audience, the traffic and the competition. That is why, after the audit, measurement and tests on real traffic matter more than the score itself.
How long does the audit take?
Usually 10–20 minutes, with the page open beside you. If you do not know an answer (mobile speed, for example), check it in PageSpeed Insights or your analytics instead of guessing. Leave the checks you cannot answer unassessed: the score stays provisional, but honest.
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