Method

Every page goes through the same six layers, in order. The first three are tested with the five checks below; the last three have checks of their own.

  1. 01

    Positioning & message

    Who it is for, what it replaces, in words a buyer would use.

    ClarityPromise
  2. 02

    Structure

    Sections in the order the buyer's doubts arrive.

    FrictionObjection
  3. 03

    Proof

    Evidence next to the claim that needs it.

    Proof
  4. 04

    Visual direction

    Three directions drawn, one chosen, the reason written down.

  5. 05

    Detail

    States, focus, tap targets, reflow, motion.

  6. 06

    Handoff

    Gates you can re-run yourself.

Five checks.
Pass or fail.

The same rubric scores every public teardown, so you can use it to judge this page too.

  • Clarity

    Inside five seconds, can a stranger say what this is, who it is for, and what happens next?

    Passes when
    All three are answerable from the first screen without scrolling, and the next step is named rather than implied.
    Fails when
    The audience is never stated, or the next step is a verb with no object: “get started” with nothing said about what starts.
    What it costs
    Qualification is not a filter applied after interest. It is what makes interest possible. A visitor who cannot tell whether a page is for them assumes it is not.

  • Proof

    Does the evidence sit next to the claim that needs it?

    Passes when
    Each substantial claim has its support adjacent (a number, a named customer, a mechanism) at the moment the doubt appears.
    Fails when
    Evidence is collected into a testimonial block near the footer, far from the claims it was meant to support.
    What it costs
    Doubt is local and immediate. Proof that arrives four screens later arrives after the decision it was supposed to inform.

  • Friction

    How many decisions, fields, and unknowns sit between intent and action?

    Passes when
    The form asks only what is needed to start a conversation, and every remaining unknown (price, commitment, what happens next) is answered before the button.
    Fails when
    Fields exist that serve routing or reporting rather than the conversation, or a required answer the visitor does not have yet.
    What it costs
    Every field is a decision, and every decision is a place to stop. This is the cheapest of the five to fix and the most commonly ignored.

  • Objection

    Are the three most likely reasons to hesitate answered on the page, before the call to action?

    Passes when
    Price, commitment, and fit are addressed in the reading path, not hidden in an FAQ below the action they were meant to unblock.
    Fails when
    The strongest objection is absent, or buried after the button, or answered with reassurance that names no mechanism.
    What it costs
    An unanswered objection does not become a question. It becomes an exit, and you never learn which one it was.

  • Promise

    Does the action the page offers deliver the promise its headline made?

    Passes when
    The headline sets up an outcome and the primary action is a route to that outcome. A visitor who believed the headline is not asked to do something unrelated in order to get it.
    Fails when
    The headline promises something the visitor could use, and the only way forward is booking a call. Or the primary button names a different product, a different commitment, or a different audience than the headline did.
    What it costs
    The visitor who believed the headline is the one you lose. Someone unconvinced leaves early and costs nothing. Someone who was convinced, and then finds the only button leads somewhere else, leaves at the moment they were closest to acting.
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