I built a service to roast landing pages. Can you roast its landing page?

In a world without objective morale everything is permissible - even recursive roasting.

What a time to be alive.

My main roast is that I'd never pay $99 for something like this when you can post your site on any number of forums or IH and get great feedback for me.

Yo Dan,

"soon here will be testimonials" - remove it, ruins your credibility

"Never worry about your landing page again. Send your conversion rate to the moon" - how about backing it up? "If you don't see increase in your conversion in 30 days - you get a full refund" OR show screenshots of 5 past clients, how they increased theirs.

"Pricing ; Get more paying ; customers from your landing page" - I'd put these above the pricing section, not on the left.

I like your copywriting skills with "stress-free" and other objection handling. Page is nice, but you don't have to make it look incomplete by telling visitors what's gonna come up.

Out of 97 images, nearly two thirds have empty Alt tags. This is leaving so much ranking power on the table. Use keywords to fill them all in. And nice use of hidden aria.💥

Hi Dan!

All together, the page is nice and calm. You can get an idea what your product is about, especially from the demo video. Great font, and at almost all places nice color choice.
My favorite section is the Pricing one. It has a really nice layout, it is creative for sure. You make sure that the user notices the biggest package, which I really like.

There are some things that I noticed which you could work on.

From the perspective of a visitor:

1. The demo video is very good to have, but there are some small issues. There is a time counter on the screen, which is because of the recording software you are using. It could be just me but, I feel like you are unprofessional because of this. You did not have time to get that thing out of there or to turn it off from the settings or you are just using bad software - so you make less effort about the software you are using, but this is the base of your product! I missed some visuals from the video. I see that you are trying to do just a simple talk and view video but this would not do it for me. There are subtitles but it would be good to have some real writing on the screen, some notes that I can use later on. I can't see what you are talking about, you are at the hero section. That is okay, but I don't know especially what you are looking at. It would be good to see you use some drawing software where you circle or underline the thing you are talking about.
2. What is this Hear what Founders are saying section? Do you have people prepared there and you do not have the time to do it, or would this be the state of it at launch too? I think it is very weird like this. This section is on the top, and it takes up lots of space, but it has no meaning. Currently, it gives no value to the site/product. If you really want to put this there, maybe blur the elements instead of writing dummy data in it / putting cat pictures there.
3. Some grammar type thing: Level up your landing page. Stress free. Why is there a dot in the middle? You rarely use sentences, and after Stress free there is no dot. You are not closing this sentence anywhere. I would simply use this without the dot and with a lower s.

From the perspective of a webdev:

1. Some pictures have a white background. If you are using a picture with the same background as the site, use a transparent image. Some browsers have a special dark mode, which means if the site is very bright, it will change all the colors to darker. If it changes the background to darker and the image has a background color, it will not blend in.
2. The hamburger menu icon is really small. I see that you have a big place to click on it, but I think it could be a little bit bigger.
3. Some colors have bad contrast. For example, grey text with a yellow background is hard to see. You can use the CSS Overview devtool to see these bad contrast ratios.
4. In section We know your struggle I would change the small figure to real HTML elements. When viewing the site with a smaller screen width, this image can be small, and it will be hard to see. If you could create this with real HTML, at smaller widths it could go vertically, so it would be visible like that too (of course, this could be done with an image too, but with svgs, the quality would be way better).

Nice product. Keep up the good work!

Great idea!

The idea is great, but I'm still wondering how users might benefit from the service you are providing. After you have roasted about the client's landing, are there any testimonials or changes, and how do they reflect statistically?

And ... not sure if it is my problem. The video in the landing is not working properly.

Put a space before and after the "paying customers" with the higlight too (it generally looks better IMO)

Maybe also test it with white font on the "paying customers" too

Love it!

Hey Dan,

Here are some thoughts:

Your headline -
"Get more paying customers from your landing page"

How do you substantiate that claim?

Do you have numbers? Stats from previous customers that show a real percentage or whole number increase? Can you attribute all of that increase to your service?

If you can answer yes to any of those questions, I would work that into your supporting paragraph after the headline.

If not, I would revise the headline to be more specific to your service, e.g.
"Not getting conversions? Let me help you understand why."

Something like that would also overcome this obstacle with the current headline - Is your service only good for people selling things? What about those who build landing pages to build their mailing lists? Or those who offer a whitepaper for brand awareness?

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Your subhead/supporting paragraph -
"Send your landing page and get a 20-minute video review..."

Just getting a 20 minute review doesn't sell the service well.

I don't need a review, I need to understand why I'm not getting conversions. Why did I spend the time and money to design, develop and write copy for a landing page that isn't achieving the goals that I had for it?

If I needed answers to those questions, I wouldn't search for a landing page review. I would search for something that would help me understand why my page is not converting. I would seek to understand what to do to make my page convert.

Sell the fact that you will help them understand why their landing page is not converting and provide tips to help it convert.

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Your Hero CTA -
Free Preview of what?

I should know that right from the start. Also, it isn't a call to action really. It's a prompt to scroll down the page to the video.

Instead of using something that looks like a CTA button, just tell people to scroll to see a real roast.

Save your CTA for a singular message. Get Roasted.

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Your crossheads -

"Hear what founders are saying"

Brutal honesty - that's a pretty boring piece of copy that simply labels a content section. I don't care what founders are saying until I hear something good or bad about your service. So lead with that, e.g.

"Dan gave me some brilliant feedback I could use immediately..." (Use your own testimonial as the crosshead).

That lets me know immediately that you've done this before and have had some success. Let that lead me into more testimonials.

"Roasting is the shortcut to having a stunning landing page." - This doesn't make much sense to me. Stunning how? Is roasting going to re-design an ugly landing page? Is that part of the service?

"We know your struggle"
Is this a team based service? Are there multiple people helping? If so, why do you have so much other copy that speaks about you specifically? I can't tell if this is just you doing this or if you have a team. Be fully transparent about that.

This crosshead feels out of place -
"People are afraid to say unpleasant things about your landing page. You are losing paying customers because of it."

Even if that's true, so what? It doesn't matter that people don't want to say unpleasant things. It matters that people aren't giving advice to improve conversions. I could tell somebody that their landing page looks like garbage all day long. If it's converting, that opinion doesn't matter.

The real problem is, the people that we usually show our landing pages to aren't equipped with the knowledge to help optimize for conversions. They don't know what to look for. You are. Or that's what your service is selling.

Reframe that kind of copy to speak to educating your potential customer about how to optimize for conversions.

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"Level up your landing page. Stress free"
Can you prove that the process is truly stress free. You later speak about revisions in your premium package, which indicates that it may not go perfectly the first time. That might lead to a little stress. If you can't substantiate the stress free part, take it out.

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"Never second-guess it again."
If you can solve people second guessing their work, you have a much bigger service to sell. Don't make claims like this because they are way too big to tackle.

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"I know the mistakes 90% of founders will make and how to help you stand out from the competition."

This is nit-picky but that's another big claim. You know the mistakes that 90% of founders WILL make?

I would reframe this to state that you've recognized patterns that many founders continue to make. Patterns that you've identified solutions for. Patterns that you've even learned how to prevent. Your service teaches how to avoid those patterns.

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"Never worry about your landing page again"
Again, another very difficult thing to promise without substantiating the claim.

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That's it for my brutally honest roast.

Disclaimer: Much of my feedback comes from my own thought to create a service like this a few years back. I do lots of landing page critiques on IH and other places so I've identified some very common patterns that tech-minded entrepreneurs make as well. Sell that knowledge.

Good luck with this service.

For me, it's too much text about a simple idea.

So I searched for CTA, and it was really blended in all this text and blocks. So maybe change color/size. It really doesn't stand up.

And it's strange that CTA with the same text goes to different places

✅ Easy to read site, nice!

🔴 Your first call to action takes me to the video 1 millisecond below... waste of a CTA?

🔴 You have twice testimonials on your page...weird to me (1. cats and 2. people)

✅ I think the timeline of "struggle" should maybe be a ladder? instead of a line - but this is a nitpick haha 😂 - i feel however that the text directly below it should be centered more and made bigger so it catches attention (the text on the yellow banner)

✅ I like the "levelup...stress free" image, but maybe make it look more realistic - the mockup looks a little weird here

✅ I feel like the brutal honesty diagrams could do a "read more" - how exactly are you using these frameworks to help?

🔴 You say you've roasted 100s of pages but...where are they?

There's another person who serves a similar market as you called
http://roastmylandingpage.com/ - you should take a look at the website to get some inspiration too

Hey, Olly here from Roast My Landing Page. From a place of genuine curiosity (and knowing you follow me on Twitter) why didn't you reach out to me before you cloned my idea.

I am a big believer in competition but I can't see you bringing anything new to the party, just the same idea, positioning, policies.

Am I missing something?