Sales Page Grader

Website to Grade

Offer

Clarity

• A clear, "tightly-written" headline, and subheadline that answers 'What is it?' and 'What does it do for me?' • The promise made in the headline is expanded upon in the subsequent content • Headline is compelling without being misleading or hypey.
• Headline needs to be "tightened" or only answers one of the key questions. • Headline isn't as compelling as it could be or is somewhat hypey or misleading.
• Headline is "wordy" or far too short to completely communicate the promise. • Headline is not compelling or is hypey or misleading.
• Elements of the promise made in the headline are not delivered upon in the subsequent content • Headline is weak or completely misleading and/or hypey.

Scent

• The copy and promises of the ad (or referring source) is articulated on the page. • The images from the ad (or referring) are shown on the landing page. • The design of the landing page is consistent with the ad (or referring source).
• The copy and promises of the ad (or referring source) are somewhat articulated on the page. • The design of the landing page is somewhat consistent with the ad (or referring source).
• The copy and promises of the ad (or referring source) are somewhat articulated on the page. • The design of the landing page is somewhat consistent with the ad (or referring source).
• The copy and promises of the ad (or referring source) are not articulated on the page. • The images from the ad (or referring) not on the landing page. • The design of the landing page is not consistent with the ad (or referring source).

Relevance

• The offer is something the target audience wants/needs. • The offerarticulartion is personalized for the specific target market.
• The offer is something the target audience wants/needs. • The offer is articulated for an individual audience (many-to-one)
• The offer is something the target audience might wants/needs. • The offer isn't articulated for the audience but is a feature list.
• The offer isn't something the target market wants/needs. • The offer is poorly articulated to any audience.

Visualization

• The product or service is depicted via authentic imagery or video. • The product’s or service’s features are depicted by authentic imagery or video.
• The product or service is depicted via stock imagery or video. • The product’s or service’s features are depicted by bulleted lists.
• The offer is something the target audience might wants/needs. • The offer isn't articulated for the audience but is a feature list.
• The offer isn't something the target market wants/needs. • The offer is poorly articulated to any audience.

Visible Form

Appropriate number of fields

• The number of form fields is appropriate for the offer, e.g., high commitment offers have longer forms & lower commitment offers have shorter form fields. • There are no ‘optional’ fields.
• The number of form fields is disproportionate to the offer, e.g., high commitment offers have longer forms & lower commitment offers have shorter form fields.

Compelling Form Headline

• A clear, "tightly-written" headline, and subheadline that answers 'What is it?' and 'What does it do for me?' • The promise made in the headline is expanded upon in the subsequent content • Headline is compelling without being misleading or hypey.
• Headline needs to be "tightened" or only answers one of the key questions. • Headline isn't as compelling as it could be or is somewhat hypey or misleading.
• Headline is "wordy" or far too short to completely communicate the promise. • Headline is not compelling or is hypey or misleading.
• Elements of the promise made in the headline are not delivered upon in the subsequent content • Headline is weak or completely misleading and/or hypey.

Visible & Noticeable CTA

• The CTA is visible.
• The CTA stands out.
• The CTA is reiterated throughout the page.
• The CTA is descriptive, e.g., not ’Submit’

Professional Design

• Layout is smooth and revolves around a single idea. • Fonts are consistent • Images are authentic • The page flow is intuitive to the user.
• Layout is smooth and revolves around a single idea. • Too many font types, sizes, and colors. • Imagery is unprofessional or inauthentic. • The page flow is intuitive to the user.
• The page has trust icons. • Trust icons are not appropriate for the page context. • There are ‘old school’ hyperbolic trust claims, e.g. ‘Risk Free’
• There are no trust icons

Template

• Your page uses testimonials. • Your testimonials are not anonymous. • You testimonials include a name, photo, job title, and place of business.
• Your page uses testimonials. • Your testimonials are not anonymous. • You testimonials don't include all of the following: name, photo, job title, and place of business.
• Your page uses testimonials. • Your testimonials are anonymous. • You testimonials don't include any of the following: name, photo, job title, and place of business.
• The page has no testimonials.

Clear Privacy Policies

• There is a visible privacy policy. • There is no ‘cute’ copy for your privacy policy information. • The privacy policy is in proximity to your CTA.
• There is a visible privacy policy. • There is ‘cute’ copy for your privacy policy information. • The privacy policy is in proximity to your CTA.
• There is a visible privacy policy. • There is ‘cute’ copy for your privacy policy information. • The privacy policy is not near your CTA.
• The page has no privacy policy.

Using Visual Queues To Highilight Key Areas

Page Design Fits A Singular Theme

• The fonts, colors, imagery, and copy compliment each other.
• The fonts, colors, imagery, and copy compete with one another as a ‘frankenpage’.

Supporting Imagery

• The supporting imagery, e.g., features, product use, etc… does not compete with your CTA. • The supporting imagery, e.g., features, product use, etc… does not break the page theme.
• The supporting imagery, e.g., features, product use, etc… does compete with your CTA. • The supporting imagery, e.g., features, product use, etc… does not break the page theme.
• The supporting imagery, e.g., features, product use, etc…, competes with your CTA. • The supporting imagery, e.g., features, product use, etc…, does break the page theme.
• The page doesn't use supporting imagery and relies on the hero shot.