A landing-page teardown should explain how the page attempts to move one audience toward one next step. Focus on message and decision design before visual details.
Message match
Compare the entry ad or query with the headline and first screen. Does the page continue the same promise and audience context?
Offer clarity
Identify what the visitor gets, what action is required, what happens next, and what uncertainty remains.
Proof and objection handling
Note the types of evidence used and the objections addressed. Do not assume a testimonial or badge caused performance.
Friction
Count fields, steps, competing links, required commitments, and unclear transitions. Then ask which friction is necessary for qualification and which is accidental.
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A practical next step
Choose one decision from this guide and apply it to a single funnel you can measure. Keep a short research log: what you observed, what you inferred, what you changed, and what happened. That habit keeps funnel work grounded in evidence instead of imitation.
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