Each criterion scores 0–10. Total clarity score is /100. Anything under 70 means a buyer is leaving the page confused.
01
Hero clarity
Within 5 seconds a first-time visitor can say what the product is, for whom, and what it does.
SCORED ON · headline + sub-headline naming product, audience, outcome · no metaphor
- 10/10 — headline + sub-headline name the product category, the audience and the outcome in ≤12 + ≤25 words, no metaphor.
- 5/10 — product category is clear but audience or outcome is vague or implied.
- 0/10 — headline is a slogan/metaphor with no product noun; visitor must scroll to understand the offer.
02
Promise
The page states one specific, believable outcome that changes for the user.
SCORED ON · one concrete outcome (number, time, artefact) · stated once, repeated consistently
- 10/10 — one concrete outcome, stated in the hero and repeated consistently.
- 5/10 — an outcome is implied but not quantified, or stated only once with no reinforcement.
- 0/10 — no outcome — only features or adjectives ("powerful", "all-in-one").
03
CTA
One primary action is visible above the fold, verb-led, low-friction, and says what happens next.
SCORED ON · single primary CTA · specific verb + object · expectation set
- 10/10 — single primary CTA above the fold, specific verb + object, expectation set ("Start free — no card, 2 min"); secondary CTA visually subordinate.
- 5/10 — a clear CTA exists above the fold but with a generic verb or no expectation set.
- 0/10 — no CTA above the fold, or ≥3 competing CTAs with generic labels.
04
Proof
The page shows evidence that someone else already got the promise.
SCORED ON · named, checkable proof (customer + role, number + source, logo, case study) · placement
- 10/10 — ≥3 named, checkable proof elements placed next to the promise.
- 5/10 — named proof exists but sits far from the promise, or fewer than 3 elements.
- 0/10 — no proof, or only anonymous claims ("Trusted by thousands").
05
Audience
The page names who it is for and speaks in that person's words.
SCORED ON · audience named in the hero · mirrored in examples, pricing, proof
- 10/10 — one audience named in the hero, mirrored consistently in examples, pricing and proof.
- 5/10 — an audience is named but not mirrored elsewhere, or the page names several audiences at once.
- 0/10 — "for everyone" or no audience at all.
06
Objections
The page answers the main reasons not to buy: price, effort, risk, trust, switching cost.
SCORED ON · objection coverage · visibility · directness
- 10/10 — ≥3 objections handled visibly (pricing shown, guarantee/refund, integration/migration path, security/legal, FAQ).
- 5/10 — 1–2 objections handled, or handled but buried (FAQ only, below the fold).
- 0/10 — none handled; visitor must email to learn price or commitment.
07
Readability
The page can be scanned: headings alone tell the story, paragraphs are short, words are plain.
SCORED ON · heading structure · sentence length · plain language
- 10/10 — reading only H1/H2/H3 gives the full pitch; sentences ≤20 words; no jargon.
- 5/10 — headings are present but generic/filler ("…and so much more!"), or some jargon.
- 0/10 — walls of text, buzzword headings, meaning hidden in paragraphs.
08
Perceived speed
The page feels instant: content appears fast, nothing jumps, nothing interrupts before the visitor reads.
SCORED ON · measured HTTP time · page weight · absence of interstitials
- 10/10 — HTML answers in <0.8s, page weight <1.5MB, no interstitial/popup, no layout shift.
- 5/10 — HTML answers in 0.8–3s or page weight 1.5–5MB, no interstitial.
- 0/10 — HTML >3s or >5MB, or a popup/interstitial covers the hero.
09
Consistency
One message, one voice, one visual system from hero to footer; CTA matches promise; prices match claims.
SCORED ON · same product name, outcome, audience and tone everywhere · CTA matches promise
- 10/10 — no contradiction anywhere on the page — same claims, same audience, same tone.
- 5/10 — a minor drift (e.g. the audience list changes between the hero and a lower section).
- 0/10 — conflicting claims (two prices, two audiences, "free" vs paywall).
10
Next step
After the CTA, the visitor knows exactly what happens and the path has no friction.
SCORED ON · stated destination · expectation set (time, price, what they receive)
- 10/10 — CTA leads to one stated action with the expectation set right next to it.
- 5/10 — the destination is implied and low-friction, but no expectation copy sits next to the CTA.
- 0/10 — dead end — generic contact form, "we'll get back to you", no destination stated.