Roast My Page

How we score a landing page

Each page starts at 100. We subtract the points shown below for issues that may make it harder for customers to understand the service, trust the business, or get in touch. Several deductions can apply, but the score never falls below zero.

Scoring criteria

Getting in touch

  • No action button on the first mobile screen−10
  • No action button anywhere on the page−10
  • A lead form appears on the first mobile screen−7
  • First-screen button text is over 25 characters−3
  • Buttons ask visitors to take different actions−3

Understanding the service

  • No services are listed−10
  • The page does not explain what sets the business apart−10
  • No subheading appears below the headline−5
  • The headline does not name the service−3

Knowing where you work

  • No service area is shown−10
  • The headline does not name a location−3

Trust and proof

  • No third-party rating is found on the page−10
  • No third-party rating appears on the first mobile screen−5
  • No FAQ is found−3

The people behind the business

  • No human faces appear on the page−10
  • No photo shows an owner or service provider−5
  • Faces appear, but are too small to stand out−5
  • No team-member bio is found−3
  • No service provider’s face appears on the first mobile screen−3

Readability and distractions

  • A popup appears on the first desktop screen−10
  • The headline is hard to read against its background−5
  • The headline is over 70 characters−3