Skill

conversion

Landing page conversion audit + checklist + copywriting rules to lift signup/click-through. Use when user shares a landing page, asks "why isn't this converting", "improve my landing page", "audit my CTA", or shows analytics asking what to change.

npx claudepluginhub polarislt0710/claude-skills-hugo --plugin marketing

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Conversion is the difference between traffic and revenue. Most landing pages leak at predictable points — fix those FIRST.

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Last CommitMay 7, 2026

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Conversion Optimization

Conversion is the difference between traffic and revenue. Most landing pages leak at predictable points — fix those FIRST.

Landing page audit checklist

Run this BEFORE more advanced experiments:

Headline answers "what is this + for who" in <10 words

CTA is above the fold on mobile AND desktop

Social proof is near the CTA (eyes flick proof → CTA)

Mobile-optimized (the 60–80% of traffic depending on niche)

Page loads in < 2 seconds (Lighthouse, real device)

Single focus — one conversion goal (NOT signup + demo + download + newsletter)

Trust signals visible: logos, numbers ("10,000 teams"), one named testimonial

Friction audit: number of form fields = 1, 2, or 3 max for top-of-funnel

Copywriting rules (conversion-specific)

Specificity beats vague. "Reduce onboarding from 3 days to 30 minutes" >>> "Faster onboarding"

Address the reader as "you" — never "the user", "customers".

Benefits over features — always lead with what it MEANS for them.

Short sentences. Short paragraphs. Mobile readers skim.

Every word earns its place. Cut adverbs, cut "really", "very", "just".

Concrete proof > abstract claims. Numbers, names, screenshots > adjectives.

What to test (in priority order)

Headline / hero value prop — biggest lever

CTA copy + button color — second biggest

Social proof placement / specificity

Form field count

Hero image / video

Stop testing button color until #1 and #2 are nailed.

Common conversion killers

Generic stock photos (smiling diverse team in bright office)

Vague headlines ("Empower your team")

Multiple primary CTAs competing

Long forms before value is shown

Pop-ups before user has read anything

Auto-playing video with sound

"Learn more" CTA (says nothing about reward)

Conversion Optimization

Conversion is the difference between traffic and revenue. Most landing pages leak at predictable points — fix those FIRST.

Landing page audit checklist

Run this BEFORE more advanced experiments:

Headline answers "what is this + for who" in <10 words
CTA is above the fold on mobile AND desktop
Social proof is near the CTA (eyes flick proof → CTA)
Mobile-optimized (the 60–80% of traffic depending on niche)
Page loads in < 2 seconds (Lighthouse, real device)
Single focus — one conversion goal (NOT signup + demo + download + newsletter)
Trust signals visible: logos, numbers ("10,000 teams"), one named testimonial
Friction audit: number of form fields = 1, 2, or 3 max for top-of-funnel

Copywriting rules (conversion-specific)

Specificity beats vague. "Reduce onboarding from 3 days to 30 minutes" >>> "Faster onboarding"
Address the reader as "you" — never "the user", "customers".
Benefits over features — always lead with what it MEANS for them.
Short sentences. Short paragraphs. Mobile readers skim.
Every word earns its place. Cut adverbs, cut "really", "very", "just".
Concrete proof > abstract claims. Numbers, names, screenshots > adjectives.

What to test (in priority order)

Headline / hero value prop — biggest lever
CTA copy + button color — second biggest
Social proof placement / specificity
Form field count
Hero image / video

Stop testing button color until #1 and #2 are nailed.

Common conversion killers

Generic stock photos (smiling diverse team in bright office)
Vague headlines ("Empower your team")
Multiple primary CTAs competing
Long forms before value is shown
Pop-ups before user has read anything
Auto-playing video with sound
"Learn more" CTA (says nothing about reward)