Nobody watches the page after the click.

The first screen does most of the work.

A buyer decides in seconds whether this page is for them. If the headline doesn't land, the subhead doesn't explain, or the action isn't obvious, the scroll never happens — and the click you paid for bounces.

• Hero block detected, with one primary headline and a supporting subhead
• Heading order reads top-down without nesting errors · visible headings only
• Primary CTA found in main content, not borrowed from the nav

One obvious next step, not five.

"Get started", "Book a demo", "See pricing", "Talk to sales" and "Watch video" on one page is not choice — it's hesitation. The scan counts every CTA-like button and link in the main content and scores the page down when the primary action has competition.

• Competing CTAs counted · more than one costs points, more than three flags it
• Self-serve path matched to the GTM motion · sign-up vs. demo-gated
• Critical GTM mismatch on the page lowers the CTA score

Copy that says who it's for and why you.

Clear beats clever. A page that never names its audience or what makes it different reads like every other page in the category. The scan looks for the sentences a skeptical buyer needs and marks their absence, not just their presence.

• Audience named on the page · "for RevOps teams", "for Shopify stores"
• Differentiation stated · missing both audience and differentiation costs 10 points
• Value propositions counted; GTM motion and positioning themes resolved
• Nav complexity penalised · more than five nav items dilutes the message

The form is where the click dies quietly.

A form with too many fields, no labels, or a demo gate on a self-serve product loses submissions without ever throwing an error. The scan reads the primary form in the main content and checks it against what the motion can bear.

• Field count vs. the threshold for the page's motion · hidden, checkbox and radio inputs excluded
• Label coverage · fewer labels than fields costs points
• Demo-gated or no self-serve path on a PLG motion flagged
• High-impact accessibility blockers subtracted; a conversational qualifier earns credit

Slow pages bounce before they get to convert.

The heaviest hero image in the deck wins the review and loses the click. Load is measured, never assumed: real Core Web Vitals against Google's published thresholds, and if the measurement fails the pillar reports 0 with the reason instead of a guess.

• Largest Contentful Paint · over 2.5 s caps the pillar at 75, over 4 s caps it at 50
• Cumulative Layout Shift · over 0.1 costs 8, over 0.25 costs 15
• Third-party scripts enumerated by origin and weight

Proof where the decision happens.

Buyers trust other buyers more than they trust you. The scan detects the proof elements on the page and records them as evidence beside the finding, so the finding for a weak CTA can say "no testimonial within reach of the form" instead of "add social proof."

• Testimonial block detected · quote + attribution
• Customer logo row detected
• Security or compliance badge detected
• Pricing visible; free trial or free plan present

Hollow dots: detected and shown as evidence, not yet weighted in the score.