The Landing Page Review · Free · 2 days
What a first-time visitor actually understands about your product.
You've read your own homepage four hundred times. You can no longer see it. This is a messaging review, not conversion optimisation. Four things a first-time buyer has to understand, in order, and the first one your page doesn't deliver.
Free · 2 days · Nothing to credit, it's free
The four layers
What is it?
WEAKClarity
"Be Wise · Grow Well · Live Wealthy" is the headline. The subheading carries the meaning, not the headline.
Is it for me?
FAILRelevance
Expats in the Gulf, I think. The page never says so.
Everything below is behind the break
Do I want it?
Not yet judgedValue
Why you?
Not yet judgedDifferentiation
Where it breaks first
Your page never says who it's for.
Nothing below that can be judged until it does. A reader who can't tell it's for them never gets to the part where you're different.
Layers from the B2B Message Layers framework by Peep Laja, Wynter →
Landing page review · Full size on the demo →
Who this is for
Who this is for, and who it isn't.
This is for you if
- You suspect the site isn't landing but can't say why
- You've changed the messaging twice this year and neither stuck
- You want a second opinion before spending money on a rewrite
- You're curious what I'm actually like to work with before paying me anything
This isn't for you if
- You want the page rewritten. One line, not the homepage.
- You want a full positioning review, which is the GTM Audit.
- You're after a sales call in disguise. Most people who take this never buy anything, and that's fine.
What you get
What you get.
The four layers, scored
4 LAYERS · PASS, WEAK OR FAIL
Clarity, relevance, value and differentiation, each with the question it answers, a verdict and one line of evidence from your actual page. Friction listed separately, unscored.
Where it breaks first
1 FINDING · THE ONE THAT BLOCKS THE REST
The layers are strictly ordered. I name the first one that fails, and why nothing below it can be judged until that one is fixed.
Where readers stop
1 WIREFRAME · 1 STOP LINE
The exact line where a sceptical reader gives up, and what that costs you.
The three changes, in order
3 CHANGES · ORDERED BY COST
Ordered by what it costs to leave them alone. Not a list of twelve.
One line, rewritten
1 LINE · YOURS TO PASTE
I write one of the three for you. Finished, and yours to paste whether or not you ever pay me anything.
ALL FIVE ARE FREE. NOTHING TO CREDIT, NOTHING TO SIGN.
Evidence behind the Clarity verdict
Two of the three, I couldn't answer from the page.
Friction · not scored
- "Coming Soon" sits beside two store buttons that both work.
- No price, and no indication of whether it's free.
- Nothing on the page names who it's for.
Every one of these, at full size, on a real product. See it running →
How it works
How it works.
You send the URL. I read it the way a first-time visitor reads it: fast, sceptically, and looking for a reason to leave. Two days later you get a written review. No call, no deck, no follow-up sequence.
What it costs
What it costs.
Price
Free
In dirhams
n/a
Duration
2 days
Credited
Nothing to credit, it's free
What this leads to
What this leads to.
The GTM Audit
Two weeks to find out which part of your go-to-market is actually broken, with the constraint named on one page.
€2,500 · 2 weeks
01
Research
02
Competition
03
Segment, position & price
04
Message
05
Launch & enable
06
Measure & maintain
What a page can't tell you
April Dunford, who wrote the standard book on positioning, tests positioning in live sales conversations rather than homepage experiments. She's right, and it's the limit of this review. A page tells you whether the message lands. It doesn't tell you whether it's the right message.
Straight answers
Straight answers.
Is it actually free?
Yes. No call, no sequence. Most people who take it never buy anything, and that's fine.
What if my homepage turns out to be fine?
Then I'll say so, and tell you which of the other five stages is the likelier problem. Shorter email, still worth sending.
Will you rewrite the page?
No. One line, finished, yours to paste whether or not you ever pay me anything. The page itself is the GTM Audit or Foundations.
How long does it take?
Two days.