Landing page and website conversion audit for SaaS
Service · Updated
A landing page conversion audit finds out why visitors who should sign up don't. I check your SaaS site's message, section order, proof and path to a demo or trial against your analytics, then hand back ranked changes, with the hero and key sections rewritten and redesigned.
Most conversion problems are message problems
When a SaaS site converts badly, the first instinct is to test button colours or add a chatbot. The cause usually sits earlier: the headline describes a feature instead of a result, the proof shows up after the visitor has left, or the page asks for a demo before explaining what the product does.
Those are design and copy decisions, visible without months of testing. So the audit is judgement checked against your analytics: how far people scroll, where they leave, and which pages bring in signups. It's design work on the pages themselves; I don't sell an A/B testing retainer.
The five things I check on every page
| Check | The question | The usual failure |
|---|---|---|
| Message | Can a stranger say what you do and for whom after five seconds? | Category words ('AI-powered platform') instead of the job the product does |
| Page order | Does each section answer the doubt the visitor has at that point? | Features before the problem; pricing hidden; proof in the footer |
| Proof | Is the evidence specific and close to the claim it supports? | A logo wall with no numbers, quotes with no names |
| The path | How many steps and fields from interest to a booked demo or a trial? | A demo form with ten fields, or a trial that starts with a sales call |
| Traffic fit | Does the page match what the ad or search result promised? | Every campaign landing on the homepage |
I also check speed, mobile layout and broken forms: cheap to fix, embarrassing to miss, rarely the main reason a good visitor leaves. For a rough read before talking to anyone, the landing page grader runs 12 of these checks as a self-assessment.
Where I've moved conversion, and which lever did it
Each result below came from a different lever, which is why the audit doesn't start with the button. Sometimes the fix is the page, sometimes who lands on it, sometimes the flow after the click.
| Site | Lever | What changed | Result |
|---|---|---|---|
| CodeAnt AI | The page | Framer site with a plain product claim, customer logos in the first screen, and two labelled ways in | Conversion rate doubled since launch |
| xPay (YC W24) | Who arrives | 10+ Framer GTM pages restructured so each one covers a single topic | 2× indexed pages, more qualified inbound demos |
| Sportskeeda | The landing flow | Advertiser landing flows on a site with 20M+ monthly users | Campaign CTR up 10% |
| Entvin (YC S22) | The story | Positioning and product storytelling settled before visuals, then the conversion flows | Live at entvin.com |
At xPay, once each page matched one search, the visitors who arrived were closer to buying. The full story is in my Framer SEO guide.
What you get back
- A teardown of your homepage and up to four main landing pages, annotated section by section.
- A ranked list of changes, each with the reason, the evidence and how hard it is.
- A rewritten hero and section order for each audited page, with headline options.
- Redesigned versions of the highest-impact sections in Figma, ready to build.
- A short note on what to measure after the changes ship.
If your site is in Framer, I can build the changes as a follow-on. Otherwise your team builds them from the Figma file.
Timeline
- Days 1 to 2: data and context: Analytics access, your top pages by traffic and by signups, and recent sales call notes or lost-deal reasons if you have them.
- Days 3 to 6: the teardown: I read each page as a cold visitor from each main traffic source, then check what I found against the data.
- Days 7 to 10: rewrites, redesigns, review: Rewrites and redesigned sections, then a live review call, recorded for anyone who missed it.
A homepage plus four landing pages takes about two weeks. A single page is closer to one.
When to skip the audit
With very little traffic, conversion isn't the bottleneck yet; work on distribution or search structure first. If your positioning is about to change, you need a redesign, and auditing pages you'll replace wastes money. For statistically sound experiments every month, hire a CRO specialist with a testing practice.
To start, email work@utkarshdesign.com with your site URL, the one action you want visitors to take, and roughly how many visitors you get a month.
Questions people ask
Is a redesign always the answer to low conversion?
No. At xPay the visuals barely changed; restructuring the pages for search brought in better visitors. Check who arrives before you redesign what they see.
Do you run A/B tests?
I suggest what to test and how to measure it, and I design the variants. A continuous testing programme is better run by a CRO team with the tooling and the traffic for it.
Can you audit our trial-to-paid funnel too?
That's inside the product, so it's my onboarding audit. This audit stops at the signup or the demo request.
How much does a conversion audit cost?
UX audits start from $900 on my pricing page. A conversion audit is quoted after a short call, based on how many pages it covers.
Sources
- How Long Do Users Stay on Web Pages?, Nielsen Norman Group
- About Quality Score for Search campaigns, Google Ads Help
- Web Vitals, web.dev
Start a project
Tell me what you're building and where it's stuck: book a 30-minute call, email work@utkarshdesign.com or send a brief.