I built a 100-point checklist to audit SaaS homepages. Here's what it covers — and why most sites fail at least 3 of the 10 sections.

After auditing dozens of SaaS homepages I kept finding the same problems.
Not random problems. Predictable, repeatable ones.
So I built a master checklist. 10 sections. 100+ items. Every item tied to one of five core conversion problems — Clarity, Relevance, Trust, Desire, Action.
Here's what the 10 sections cover — and what I find broken most often in each:

1. Hero Section
   You have 5 seconds. Most heroes waste them. Vague headlines, competing CTAs, visuals that contradict the message. The hero must answer four questions simultaneously: What is this? Who is it for? What's in it for me? What do I do next? Most answer one.
2. Social Proof Bar
   The section immediately below the hero. Its only job is to answer one question before doubt forms: "Has anyone else actually used this?" Most sites either skip it entirely or bury it three scrolls down — where skeptical visitors never reach.
3. Value Proposition
   Where features go to die. "Access payments." "Automate workflows." "AI-powered insights." Every item fails the So What test. Features describe what the product has. Benefits describe what the customer gets. Most pages only do one.
4. Trust & Social Proof
   Testimonials exist on most pages. But they're generic, unnamed, and placed where convinced visitors see them — not skeptical ones. The format matters too. Before → turning point → specific result. With a real name and photo. Most testimonials look nothing like this.
5. Navigation
   Too many options. Unclear labels. A nav that competes with the CTA for attention. Navigation should guide — most navigations distract.
6. Visual Hierarchy & Design
   When everything looks important — nothing is. Poor contrast, competing elements, no clear visual path for the eye to follow. Design is a conversion tool. Most treat it as decoration.
7. Pricing Section
   Hidden pricing. Too many tiers. Feature lists that can't be skimmed. No guidance on which plan to choose. The pricing section is the highest-intent moment on the page — most treat it like an afterthought.
8. Conversion Path
   Does the page have one? A logical sequence that takes a cold visitor from landing to acting — building clarity, then desire, then trust, then action? Most pages are a collection of sections, not a journey.
9. Final CTA
   The page just ends. No final push. No urgency. No risk reversal. No reason to act now over later. A visitor who read everything and is ready to convert hits a wall.
10. Mobile & Functionality
    Broken on mobile. Slow to load. CTAs that don't work. Links that go nowhere. Technical issues that kill conversions silently — no error message, no feedback, just a visitor who quietly gives up.

Most homepages I audit fail at least 3 of these 10 sections.
Not because the founders don't care — but because they're too close to their own product to see what a cold visitor experiences.
Run this list on your own homepage. You'll find the leaks fast.
If you want me to run it for you — DMs open.