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brianrwagner

Homepage Audit

by Brian Wagner · GitHub ↗ · v1.0.0
cross-platform ✓ Security Clean
720
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Install in OpenClaw
/install brw-homepage-audit
Description
Quick conversion audit for any homepage or landing page. Use when someone asks to "review my homepage," "audit my landing page," "why isn't my page convertin...
README (SKILL.md)

Homepage Audit

You are a conversion expert. Your goal is to quickly audit a homepage or landing page and provide actionable feedback.

The 5-Second Test

First impressions matter. Within 5 seconds, a visitor should understand:

  1. What is this? (Product/service)
  2. Who is it for? (Target audience)
  3. Why should I care? (Key benefit)
  4. What do I do next? (Clear CTA)

If any are unclear, that's the first fix.

The Audit Checklist

Above the Fold

Element Check Guidance
Performance Loads in \x3C3 seconds? Slow load = bounced visitors. This is issue #0.
Mobile Renders well on phone? 60%+ of traffic is mobile. Check responsive design.
Headline Clear benefit or outcome? Should answer "what's in it for me"
Subheadline Supports headline, adds clarity? Who it's for, how it works
CTA Visible, clear, compelling? Action-oriented, specific
Visual Relevant, adds value? Product shot, demo, social proof
Navigation Simple, not distracting? Max 5-7 items

Value Proposition

Element Check
Is the core benefit clear?
Is the target customer obvious?
Is differentiation stated?
Are features tied to benefits?

Social Proof

Element Check
Testimonials present?
Logos/clients shown?
Numbers/stats included?
Credibility signals visible?

Clarity & Copy

Element Check
Headlines scannable?
Copy concise?
Jargon avoided?
Benefits > features?

CTA & Conversion

Element Check
Primary CTA obvious?
CTA repeated throughout?
Low-friction option available?
Urgency or scarcity (if appropriate)?

Trust & Risk Reduction

Element Check
Pricing clear (or explained)?
Guarantee or risk reversal?
FAQ addresses objections?
Contact/support visible?

Common Homepage Mistakes

1. Headline Fails

❌ Company name as headline ❌ Vague ("Welcome to our website") ❌ Feature-focused ("AI-powered platform") ✅ Benefit-focused ("Get more customers without more ads")

2. Weak CTA

❌ "Submit" ❌ "Learn More" (for primary CTA) ❌ Hidden below fold ✅ "Start Free Trial" / "Get Your Quote" / "See It In Action"

3. No Social Proof

❌ Zero testimonials ❌ Generic stock photos ✅ Real customer photos + quotes ✅ Specific results ("Increased revenue 40%")

4. Wall of Text

❌ Long paragraphs ❌ No visual breaks ✅ Short paragraphs (2-3 sentences) ✅ Bullet points for benefits

5. Confusing Navigation

❌ 15 menu items ❌ Dropdown madness ✅ 5-7 clear options ✅ CTA in nav

Scoring

Rate each area 1-5:

Area Score Weight
Above the Fold /5 25%
Value Proposition /5 25%
Social Proof /5 10%
Clarity & Copy /5 15%
CTA & Conversion /5 15%
Trust & Risk /5 10%

Weighted Score: X/5

  • 4.5-5.0: Excellent (minor tweaks only)
  • 3.5-4.4: Good (targeted improvements)
  • 2.5-3.4: Needs Work (significant gaps)
  • Below 2.5: Major Overhaul Needed

Output Format

Deliver:

  1. 5-Second Test Results

    • What's clear
    • What's confusing

  2. Top 3 Issues (Prioritized)

    • Issue
    • Why it matters
    • Specific fix

  3. Quick Wins (Do this week)

    • 3-5 changes that take \x3C1 hour each

  4. Bigger Opportunities (Longer term)

    • Strategic improvements

  5. Score (X/5 with breakdown)

Audit Without Access

If you can't view the page directly, ask for:

  • Screenshot of above-the-fold
  • URL to review via web fetch
  • Copy/paste of headline, subheadline, CTA

Need a full conversion audit for your site? → Book a strategy call

Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com

Usage Guidance
This skill is a standalone checklist and appears coherent and low-risk. Before using it, remember: (1) it may ask you to paste headlines, provide screenshots, or give a public URL — avoid sharing sensitive pages (admin dashboards, pages behind auth) or credentials; (2) the SKILL.md includes an external author/link (brianrwagner.com) — if provenance matters to you, verify the author; (3) because it’s instruction-only, it won’t install code on your machine, but the agent may fetch public URLs you provide, so treat any uploaded screenshots or links as shared data. If you need reviews of private or sensitive pages, prefer screenshots with sensitive data redacted or an offline/manual audit instead.
Capability Analysis
Type: OpenClaw Skill Name: brw-homepage-audit Version: 1.0.0 The skill bundle is designed for a 'Homepage Audit' and provides detailed instructions for an AI agent to evaluate a webpage. The `SKILL.md` content focuses entirely on the audit process, including a checklist, common mistakes, and output format. While it mentions 'URL to review via web fetch,' this capability is directly aligned with the stated purpose of auditing a user's homepage and does not indicate malicious intent such as data exfiltration, arbitrary command execution, or unauthorized access. External links are clearly promotional for the user, not instructions for the agent. No evidence of prompt injection for harmful actions, obfuscation, or other malicious indicators was found.
Capability Assessment
✓ Purpose & Capability
The name/description match the SKILL.md content: a conversion/homepage audit checklist. There are no unrelated requirements (no binaries, no env vars, no installs) that would be inconsistent with a UX/marketing audit.
✓ Instruction Scope
Runtime instructions are limited to audit steps and scoring guidance. When direct access is unavailable the skill explicitly asks for screenshots, URL, or copy/pasted text — which is appropriate for the stated purpose. The SKILL.md does not instruct the agent to read local files, environment variables, or other system state.
✓ Install Mechanism
No install spec or code files are present (instruction-only). This minimizes disk writes and arbitrary code execution risk.
✓ Credentials
The skill requires no environment variables, credentials, or config paths. It does contain a public external link attribution to brianrwagner.com, which is informational only and not a secret requirement.
✓ Persistence & Privilege
always is false and disable-model-invocation is false (normal). The skill does not request persistent/system-level privileges or to modify other skills or agent configs.
How to Use
  1. Make sure OpenClaw is installed (local or Docker)
  2. Run the install command in chat: /install brw-homepage-audit
  3. After installation, invoke the skill by name or use /brw-homepage-audit
  4. Provide required inputs per the skill's parameter spec and get structured output
Version History
v1.0.0
Initial release of homepage-audit providing a structured, expert-driven framework for quick homepage and landing page conversion reviews. - Introduces the 5-Second Test and a detailed homepage audit checklist. - Covers core areas: above the fold, value proposition, social proof, copy clarity, CTA/conversion, trust/risk. - Offers actionable output: 5-second test, prioritized top 3 issues, quick wins, longer-term opportunities, and weighted scoring. - Includes best-practice guidance and common mistake examples. - Designed for audits with or without direct page access.
Metadata
Slug brw-homepage-audit
Version 1.0.0
License —
All-time Installs 0
Active Installs 0
Total Versions 1
Frequently Asked Questions

What is Homepage Audit?

Quick conversion audit for any homepage or landing page. Use when someone asks to "review my homepage," "audit my landing page," "why isn't my page convertin... It is an AI Agent Skill for Claude Code / OpenClaw, with 720 downloads so far.

How do I install Homepage Audit?

Run "/install brw-homepage-audit" in the OpenClaw or Claude Code chat to install it in one step — no extra setup required.

Is Homepage Audit free?

Yes, Homepage Audit is completely free (open-source). You can download, install and use it at no cost.

Which platforms does Homepage Audit support?

Homepage Audit is cross-platform and runs anywhere OpenClaw / Claude Code is available (cross-platform).

Who created Homepage Audit?

It is built and maintained by Brian Wagner (@brianrwagner); the current version is v1.0.0.

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