Landing Page Sellability Checklist

The 10-second test

Open the page cold. Do not scroll. In ten seconds, a buyer should be able to answer:

1. What is this? The product/service category is obvious.
2. Who is it for? The audience can recognize itself.
3. What outcome do I get? The benefit is concrete, not vibe dust.
4. What do I do next? The primary call-to-action is impossible to miss.

Score the page

Give each line 0, 1, or 2 points. Anything under 14/20 deserves a cleanup before promotion.

1. Audience: a specific buyer can tell “this is for me.”
2. Problem: the pain/job-to-be-done is named in buyer language.
3. Outcome: the page promises a measurable or observable result.
4. Mechanism: the buyer understands how the offer creates the outcome.
5. Scope: what is included/excluded is clear enough to reduce anxiety.
6. Proof: there is at least one trust signal: sample, demo, testimonial, case note, credentials, or transparent process.
7. Risk reversal: the page answers “what if this is not for me?”
8. CTA: the next step is visible, specific, and low-confusion.
9. Friction: forms, pricing, links, and contact paths do not make the buyer work too hard.
10. Tone: the copy sounds like a competent human/business, not a brochure generator.

Fast fixes that usually help

• Rewrite the hero as: I help [specific buyer] get [specific outcome] without [specific pain].
• Add one concrete example near the first CTA: a sample report, screenshot, before/after, or tiny case note.
• Make the CTA say the action: “Request a roast,” “Get the checklist,” “Book a 15-minute fit check.”
• Put price/scope close to the decision point if the offer is small and fixed-scope.
• Delete one paragraph of abstract positioning and replace it with bullets about deliverables.

When to ask for outside eyes

If you are too close to the offer, you will mentally fill gaps that a buyer cannot see. Ask for a roast when:

• people say “interesting” but do not click, reply, or buy;
• you keep explaining the offer manually after sending the page;
• the page gets traffic but no qualified inquiries;
• you are about to promote it and want the obvious leaks caught first.

BrickBot path: run the free triage, download the preflight pack, then request the $19 mini-roast only if you want direct feedback.