A Landing Page Audit Template You Can Copy and Fill In

Why a Template, Not Just a Checklist

A checklist tells you what to look at. A template gives you somewhere to actually record what you found, so the audit produces something you can hand to a designer, a developer, or a client — not just a mental note of "some stuff needs fixing." Use this alongside the landing page audit checklist: the checklist tells you what to check, this template gives you the format to document it in.

Section 1: Page Context

Fill this in first — it frames everything else.

• URL audited:
• Primary traffic source (paid search, paid social, organic, email, referral):
• Primary intent this page should satisfy:
• Current conversion goal (signup, purchase, demo request, download):
• Date audited:

Section 2: Findings Log

One row per finding. Copy this row structure for every issue found:

• Element: (e.g. "Hero headline," "Primary CTA button," "Trust section")
• Observation: what you actually saw — be specific and factual, not evaluative yet (e.g. "Headline reads 'Welcome to our platform' — does not name the product or the outcome")
• Why it matters: the specific mechanism (e.g. "Visitors from a specific ad won't see message match, increasing bounce")
• Severity: Critical / High / Medium / Low
• Recommendation: the specific fix, not a vague direction (e.g. "Change headline to name the product and the primary outcome in under 10 words," not "improve headline")

Repeat this row for every finding. Resist the urge to write a paragraph of prose instead — a scannable log is what makes the audit usable by someone who wasn't in your head while you did it.

Section 3: Severity Summary

Once the findings log is complete, count findings by severity:

• Critical findings (blocks conversion or is actively broken): ___
• High findings (meaningfully reduces conversion): ___
• Medium findings (optimization opportunity): ___
• Low findings (nice to have): ___

Fix Critical and High findings first. A page with 10 Low findings and 0 Critical findings is in far better shape than a page with 2 Critical findings and nothing else — severity count matters more than total finding count.

Section 4: Before/After Tracking

For each Critical/High fix you implement, record:

• What changed:
• Date shipped:
• Conversion rate before (if measurable):
• Conversion rate after (measured after enough traffic/time to be meaningful, not day one):

This section is what turns a one-time audit into a record you can learn from — six months from now, you'll want to know which fixes actually moved the number and which ones didn't, instead of re-litigating the same debate from memory.

Using This Template on Multiple Pages

If you're auditing several pages (a common landing page template across campaigns, or several product pages), use one template per page, then compare severity summaries across pages to prioritize which page to fix first — the page with the most Critical findings and the most traffic is usually the right place to start.

An automated landing page audit produces a version of this findings log automatically, with severity already assigned — useful if you're auditing more pages than you have time to manually document.