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EXAMPLE · stripe.comIllustrative sample, not a customer audit, not affiliated with Stripe. The page quotes and lab figures are a fixed example of the report format; the figures in the proposed copy link to Stripe’s public sources.Download PDFGet yours by email →
Audit report · 12 dimensions

stripe.com

Strong infrastructure and brand. A generic hero and an offer with no visible starting price hold back immediate conversion.

Payments · SaaSPublic homepageMobile profileLanding Doctor sample
CONVERSION SCORE
73/100
Acceptable
WHAT TO DO NEXT
5 ranked fixes
Ship them, then re-audit the changed page to measure the new score.
§ 01 · BROWSER CHECKS · ILLUSTRATIVE EXAMPLE

Browser & accessibility metrics

What the browser checks look like in a report: a real audit runs Google Lighthouse and axe-core in Chrome for speed, accessibility, best practices and technical SEO, alongside the review of your copy. The figures below are illustrative. These checks point at fixable issues; they are not a measure of your search ranking.

Performance
45/100
LCP 13.9s · CLS 0.00 · TBT 752ms
Accessibility
100/100
2 issues (moderate + minor)
Best practices
100/100
no issues found
SEO
92/100
strong meta + structure
TOP A11Y ISSUES
MODERATEAll page content should be contained by landmarks (1)
MINORHeadings should not be empty (1)
illustrative · Google Lighthouse + axe-core format
§ 02 · DIMENSIONS

12-dimension breakdown

Each dimension scored 0–10 with a comment that references concrete elements on your page.

01Hero Clarity
7/10Acceptable
MEDIUMH1 'Financial infrastructure to grow your revenue' is clear but abstract. Subhead stays broad. New visitor knows Stripe handles payments, but doesn't grasp what specific problem it solves vs. competitors.
02Value Proposition
6/10Weak
HIGH-IMPACTCentered on 'comprehensive set of payments and financial tools' — no clear differentiation from competitors. No unique advantages (approval rates, integration speed). Logo carousel signals trust but not differential value.
03CTA Effectiveness
8/10Acceptable
MEDIUMPrimary 'Get started' is visible and repeated (hero + nav). 'Sign up with Google' reduces friction. But 'Contact sales' competes for attention in the same block. No setup time or immediate benefit named.
04Trust Signals
9/10Strong
QUICK WINTop-tier client logos (OpenAI, BMW, Amazon, Google, Nvidia). Scale metrics ('US$1.9tn processed', '99.999% uptime', '135+ currencies'). Missing visible contact info in hero/immediate footer.
05Social Proof
8/10Acceptable
MEDIUMRecognized brand carousel. Customer testimonials below the fold (Allo, Avocado Store, FreeNow, Apcoa) with names + titles. Missing quantified results in hero ('increased revenue by X%').
06Objection Handling
7/10Acceptable
MEDIUM'Reliable, extensible infrastructure' addresses technical objections. 'No-code' + 'pre-integrated platforms' handle complexity. No explicit pricing transparency, hidden costs, or migration time.
07Form Friction
— not scored
Not scored: the page has no form a visitor fills in. 'Get started' opens registration on its own page, where 'Sign up with Google' shortens it.
08Mobile Optimization
8/10Acceptable
MEDIUMHTML includes viewport meta, responsive image preload (webp, srcset for mobile/tablet/desktop), mobile-specific classes. Hero text long for mobile; no device-adapted copy.
09Offer Specificity
5/10Weak
HIGH-IMPACTNo pricing in hero. 'Pricing' nav link requires click. Free plan contents, starting cost, or trial unspecified. 'From your first transaction to your billionth' is aspirational but vague.
10Urgency / Scarcity
— not scored
Not scored: the page sets no deadline, dated offer, limit or countdown. Most businesses need none, and its absence is not a fault.
11Proof of Outcomes
8/10Acceptable
MEDIUMConcrete metrics: '$1.9tn processed in 2025', '99.999% uptime', '200M+ active subscriptions', '500M+ API requests/day'. Case studies (Hertz, URBN, Instacart, Le Monde) with quantified results. Missing visual before/after.
12Page Speed
7/10Acceptable
MEDIUMMultiple preloads (fonts, hero images in webp with srcset), preconnect to CDNs. But 6 external CSS files, multiple analytics scripts, logo carousel SVGs. No explicit lazy-load in truncated HTML.
§ 03 · FIXES

Top 5 highest-impact fixes

In priority order. Each fix has the issue, why it matters, how to fix it, and a complete copy-paste replacement. Stronger variants that need your own figures are marked separately.

HIGH-IMPACTFIX 01 OF 05

Hero headline is too generic — no clear differentiation

WHY IT MATTERS

H1 'Financial infrastructure to grow your revenue' could be any payment processor. Visitors don't see why Stripe over Adyen, PayPal or Square. A headline that names a concrete advantage gives them a reason to stay.

HOW TO FIX

Rewrite the H1 to lead with advantages Stripe already publishes (currencies, payments volume), and put the historical uptime record into the subhead.

COPY-PASTE REPLACEMENT
Accept payments in 135+ currencies on infrastructure that handled US$1.9tn in payments in 2025. Built for businesses of every size, with a 99.999% historical uptime record.
OPTIONAL · NEEDS YOUR DATA — FILL IN BEFORE PUBLISHING
Accept payments in 135+ currencies with [your verified approval-rate figure].
A/B TEST FIRSTThe current headline works and the brand is strong, so run the new one against it and keep whichever wins on hero clicks.MEASURE · CTR on hero "Get started" (14d)
HIGH-IMPACTFIX 02 OF 05

Nothing beside 'Get started' says what starting involves

WHY IT MATTERS

The hero never says what 'Get started' leads to, so some visitors leave to find out first. A plain, concrete next step makes starting feel easy.

HOW TO FIX

Add one line directly above or inside the primary CTA that names the next action in plain words.

COPY-PASTE REPLACEMENT
Create your Stripe account and start accepting payments in 135+ currencies.
OPTIONAL · NEEDS YOUR DATA — FILL IN BEFORE PUBLISHING
Live in [your measured setup time].
SHIP TO PRODUCTIONA small copy change that is easy to reverse. Ship it, then watch whether completed signups rise over the next three weeks.MEASURE · visitor → completed signup (21d)
HIGH-IMPACTFIX 03 OF 05

Pricing invisible in hero — visitors don't know what it costs to start

WHY IT MATTERS

When pricing isn't visible, visitors may assume hidden costs or 'enterprise-only'. Pointing to pricing from the hero answers that question before it turns into doubt.

HOW TO FIX

Add a pricing line beneath the subhead that links to the existing Pricing page. Alternative: change the secondary CTA from 'Contact sales' to 'See pricing' so self-service buyers self-select.

COPY-PASTE REPLACEMENT
Pricing is public — see what you would pay before talking to anyone. See pricing →
OPTIONAL · NEEDS YOUR DATA — FILL IN BEFORE PUBLISHING
From [your published per-transaction rate].
A/B TEST FIRSTStripe serves enterprise + self-service. Showing pricing may lift SMB conversion but cool enterprise — test the net.MEASURE · "Get started" vs "Contact sales" share (14d)
QUICK WINFIX 04 OF 05

Two primary CTAs compete for attention in the hero

WHY IT MATTERS

Two equal-weight buttons split attention, and self-service visitors may hesitate over which one is for them. A clear primary and secondary makes the next step obvious.

HOW TO FIX

Keep 'Get started' as primary (solid colour, large). Convert 'Contact sales' to a text link or ghost button beneath the primary, or move it to the sticky nav. Optionally re-copy to 'Talk to sales'.

COPY-PASTE REPLACEMENT
Primary CTA (large, solid): "Get started" Secondary (small text link under it): "or talk to sales →"
SHIP TO PRODUCTIONA common pattern and easy to undo. Ship it, then check that "Get started" clicks rise while sales enquiries hold steady.MEASURE · "Get started" CTR (7d)
QUICK WINFIX 05 OF 05

Logo carousel without outcome context

WHY IT MATTERS

Customer logos build recognition but say nothing about results. Linking them to case studies gives visitors who don't know every brand a reason to believe it.

HOW TO FIX

Add a one-line caption under the logo row that links to your case studies, and a hover 'Read the case study' link on each logo that has one.

COPY-PASTE REPLACEMENT
Caption under the logo row: "See how these companies use Stripe →" On hover, per logo: "Read the case study →"
OPTIONAL · NEEDS YOUR DATA — FILL IN BEFORE PUBLISHING
[Customer] · [an outcome from their published case study]
SHIP TO PRODUCTIONAdds context without changing the layout. Ship it, then check whether more visitors scroll past the logos and open a case study.MEASURE · scroll depth past logo carousel (14d)
§ 04 · COPY

Hero rewrite — current vs. proposed

CURRENTstripe.com hero · as-is

Financial infrastructure to grow your revenue.

Accept payments, offer financial services and implement custom revenue models — from your first transaction to your billionth.

PROPOSED · READY TO PASTE

Accept payments in 135+ currencies on infrastructure that handled US$1.9tn in payments in 2025.

Built for businesses of every size, with a 99.999% historical uptime record. Create your Stripe account.

Every figure comes from Stripe’s public pages (sources below) — nothing to fill in.

OPTIONAL · NEEDS YOUR DATA

Stronger once you have the numbers: an approval-rate figure you can evidence, and "Live in [your measured setup time]".

RATIONALE

The current H1 is generic and doesn’t differentiate Stripe from competitors. The proposed H1 leads with two advantages Stripe already publishes: global reach (135+ currencies) and scale (US$1.9tn in payments in 2025). The subhead replaces “from your first transaction to your billionth” with a plain statement of who it is for and the historical uptime record. The closing line names the next action in plain words. Every figure links to a public Stripe source, so the copy can go live without inventing a number.

SOURCES FOR THE FIGURES IN THE PROPOSED COPY · CHECKED 2026-09-28
§ 05 · CTA

Three CTA variants

Suggested button text. Before applying an option, confirm which existing button its explanation refers to and keep that button’s destination.

RANK 1

Names the outcome instead of the generic 'Get started'. Makes no claim that needs checking, so it can ship as-is. Ideal for self-service visitors who already know what they came for.

SHIP THIS
RANK 2

Turns a figure Stripe publishes into the reason to click. Strongest for international sellers comparing processors.

RANK 3

Removes the initial-cost objection and adds temporal urgency. Use only if signing up really costs nothing upfront — check it against your pricing page before shipping.

CONFIRM FIRST
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