signal id: message_match
Does the page promise match the expectation created by the ad or referring source?
The primary headline and first supporting line must restate the same offer, audience, and outcome as the ad or referral context that produced the visit. A run flags this signal when the rendered headline contradicts, generalizes away from, or omits the promised offer.
Inspected: H1 text · first subheadline · title tag · referring campaign parameters when present
Pass: Ad promises a free landing page audit. H1 reads "Get a free audit of your landing page" for the same audience. Match.
Fail: Ad promises a free audit. Page opens with generic agency branding and no mention of an audit anywhere above the fold. Flagged.
signal id: trust
Does the page support its claims before asking for commitment?
At least one verifiable proof element must appear near the conversion ask: named results, sourced review counts, case studies, or identifiable company and author information. A run flags pages that make strong claims with no adjacent, checkable support.
Inspected: testimonial and logo blocks · review widgets · case study links · author and company identity markup
Pass: A pricing claim sits next to a linked case study naming the customer and the measured result. Support is checkable. Clear.
Fail: "Trusted by hundreds" appears with no names, no sources, and no links. Flagged.
signal id: mobile_cta
Is the primary action visible and usable on a small viewport?
The primary call-to-action must be fully visible inside the initial 390px-wide viewport without scrolling, and must meet minimum tap-target size. A run flags CTAs pushed below the fold, overlapped by other elements, or smaller than usable touch targets at mobile width.
Inspected: CTA bounding box position and size at 390px · overlap checks against header, banners, and sticky elements · tap target dimensions
Pass: Primary button renders entirely inside the first mobile viewport with a 48px tap height and nothing covering it. Clear.
Fail: At 390px the CTA sits underneath a fixed bottom banner, so the first tap hits the banner instead. Flagged.
signal id: load_time
Does the page become useful quickly enough to keep paid visitors from bouncing?
Main content must reach usable state fast enough on a constrained connection. A run inspects render-blocking behavior, oversized hero media, and late-loading primary content, then reports measured values against the required threshold for the specific finding.
Inspected: render-blocking resource count · hero image weight and format · when primary content becomes visible
Pass: Primary content paints early; hero image is sized and compressed for mobile. Within threshold. Clear.
Fail: A multi-megabyte autoplay video delays first meaningful content well past the threshold recorded in the finding. Flagged.
signal id: cta_clarity
Is the next step obvious and proportionate to visitor intent?
One primary action must dominate. A run flags pages offering several competing equal-weight actions, vague action labels, or asks disproportionate to intent (for example demanding account creation before delivering any value).
Inspected: button label text · count and relative weight of distinct actions · ask placement relative to value shown
Pass: Single high-contrast "Run my free audit" button; secondary links are visually subordinate. Clear.
Fail: Four equal-weight buttons ("Book a call", "Sign up", "Learn more", "Follow us") compete in the first viewport. Flagged.
signal id: above_fold
Can a visitor understand the offer and next action in the first viewport?
Within the initial viewport a first-time visitor must be able to answer three questions: what is offered, who it is for, and what to do next. A run flags pages where any of these answers requires scrolling or inference.
Inspected: viewport-height slice of rendered DOM · headline, subhead, CTA presence in that slice
Pass: Offer, audience, and CTA all legible in the first desktop and mobile viewport. Clear.
Fail: First viewport contains only a full-screen illustration and a logo; offer and action require scrolling. Flagged.
signal id: ad_signals
Can paid clicks be connected to outcomes without guessing?
Paid traffic infrastructure must preserve click identity through to conversion events. A run checks for broken or missing tracking continuity between entry and conversion surfaces and flags gaps that would force attribution guesses.
Inspected: tracking parameter handling across navigation · conversion event wiring · attribution break points
Pass: Click identifiers survive the redirect into checkout and fire the purchase event with source intact. Clear.
Fail: The main CTA links to a separate domain without carrying parameters, severing attribution for every paid click. Flagged.
signal id: seo_foundations
Can search systems retrieve and interpret the page foundations?
Core retrieval elements must be present, unique, and consistent: crawlable status, canonical URL, title, meta description, heading hierarchy, and indexability directives. A run flags missing, duplicated, or contradictory foundations.
Inspected: HTTP status and robots directives · canonical tag · title and meta description · heading structure
Pass: Self-referencing canonical, unique title and description, single H1, indexable. Clear.
Fail: Canonical points to a different URL while an internal link targets this one as the destination. Contradiction flagged.
signal id: ai_readiness
Can answer engines identify, verify, and cite the page accurately?
Machine-facing surfaces must let AI systems resolve who you are, what you offer, and what claims are supportable: structured data matching visible content, explicit factual statements, stable entity references, and crawler policy that permits answer engines you want citing you.
Inspected: JSON-LD presence and accuracy · entity consistency · claim specificity · crawler access rules for AI agents
Pass: Product schema matches visible pricing; company identity is stated once, consistently, with same-as links. Clear.
Fail: Schema asserts guarantees the visible page never makes, and robots.txt blocks every AI crawler indiscriminately. Flagged.