A free Claude skill that audits your whole site the way a CRO consultant would — every path from visitor to lead, every leak in each one — and returns fixes ranked by impact and effort.
This skill walks your site as three customers — the caller, the form-filler, the researcher — then works a 30-point checklist and sorts everything into Do now, Schedule, and Skip.
Small-business sites that get visits but not calls: the contractor with 800 monthly visitors and 3 leads, the clinic whose form goes to an inbox nobody checks, the restaurant whose menu is a PDF from 2021.
Pairs with Landing Page Critique — that one judges a single page's persuasion; this one audits the machine.
“My site gets traffic but no leads.” · “Audit my website.” · “Why doesn't my website generate calls?”
You give Claude the site, how customers convert (phone first, form second), and what's measured (nothing). The verdict and the first table:
Verdict: the site loses callers, not readers — the phone path takes 3 taps and the form asks 9 questions
| Fix | Impact | Effort | How |
|---|---|---|---|
| Phone number clickable, in the header, sitewide | H | L | One template edit; tel: link |
| Form: 9 fields → 4 | H | L | Keep name, phone, town, “what's going on” |
| Test the form end-to-end | H | L | Submissions currently route to a dead inbox |
| Build the siding page | H | M | Top service has no page — it's a bullet on a list |
| Install GA4 + call/form events | M | L | Nothing is measured; every future call is a guess |
Skip (looked, not worth it): the slider, the stock-photo swap on the About page, the chatbot a vendor keeps pitching. Measure after: calls from site, form completions, siding-page visits.
Nothing about redesigns — the cheap, high-impact leaks get plugged first, and the Skip list keeps everyone honest.
Option 1 · Claude Code
In your terminal, run:
npx skills add buildwithreef/claude-skills
Pick website-conversion-audit from the list (or install the whole set). Done.
Option 2 · Claude.ai
Download the .zip below, then in Claude.ai go to Settings → Capabilities → Skills and upload it.
Download website-conversion-audit.zipOption 3 · Manual
Copy the SKILL.md below into ~/.claude/skills/website-conversion-audit/SKILL.md. The zip also includes the 30-point CRO checklist the skill works through.
---
name: website-conversion-audit
description: Runs a full conversion-rate (CRO) audit on a small-business website — homepage clarity, calls-to-action, forms, phone paths, trust, speed, mobile, and analytics — and returns fixes ranked by impact and effort. Use when the user says their website gets traffic but no leads, asks for a conversion audit or CRO review, or says "my site doesn't generate calls" or "audit my website".
---
# Website Conversion Audit
A landing-page critique judges one page; this audits the whole machine — every path a visitor can take from arrival to becoming a lead, and every place those paths leak.
## Step 1 — Establish the facts
- [ ] How does a customer convert today? (call, form, booking tool, walk-in) — rank them by revenue
- [ ] Roughly how much traffic, from where? (if they don't know, that's finding #1)
- [ ] What pages exist? (map the nav: home, services, about, contact, anything else)
- [ ] Is anything being measured? (GA4, call tracking, form notifications that actually arrive)
- [ ] Who's the customer and what do they want within 10 seconds of landing?
## Step 2 — Walk the paths
Play the customer three times, on a phone:
1. **The caller:** land on the homepage → find the phone number → is it clickable, in the header, on every page? How many seconds and taps?
2. **The form-filler:** find the form → count fields → submit a test → does a confirmation appear, does the notification reach a human, does anything say when they'll hear back?
3. **The researcher:** pick a service → is there a real page for it (not a bullet on a list)? Does that page answer cost, process, and "why you," and end with a CTA?
Every stumble is a finding. The full area-by-area checklist (30+ items across homepage, nav, service pages, forms, trust, speed, mobile, analytics) is in [references/checklist.md](references/checklist.md) — load it and work through it.
## Step 3 — The audit areas, weighted by what usually leaks most
1. **Above-the-fold clarity (home + top pages):** what/for whom/do-what-next, five-second rule.
2. **Phone path:** clickable header number sitewide. For local businesses this is routinely half of all conversions.
3. **Forms:** fields ≤4 unless each extra one earns its place; instant confirmation; notification tested end-to-end (broken form notifications are shockingly common and invisible).
4. **Service pages:** one per money service, each self-sufficient (offer, proof, price signal, CTA). "Services" list pages don't convert; they route.
5. **Trust:** reviews on-site (not just "find us on Google"), real photos, license numbers, guarantees, years/counts.
6. **CTA consistency:** same primary action everywhere; footer of every page ends with one.
7. **Speed & mobile:** PageSpeed Insights mobile run — report only the 2–3 fixes worth doing (usually image compression and unused scripts), not the whole waterfall.
8. **Analytics:** GA4 present, call clicks and form submits tracked as events. If nothing's measured, every future decision is a guess.
## Step 4 — Prioritize with the impact/effort matrix
Every finding gets Impact (H/M/L: how many conversions it touches) and Effort (H/M/L: hours vs. days vs. rebuild).
- H impact / L-M effort → **Do now** (this list should be 3–7 items)
- H/H → **Schedule** (usually service-page buildout or redesign)
- L impact → **Skip** — say so explicitly; permission to ignore small stuff is part of the audit's value
## Output format
```
# Conversion Audit — [site]
**Verdict:** [2–3 sentences: where the machine leaks most]
## Do now (this week)
| Fix | Where | Impact | Effort | How |
|---|---|---|---|---|
## Schedule (this month/quarter)
[...]
## Skip (looked at it, not worth it)
[...]
## What to measure after
[the 2–3 numbers that will show whether the fixes worked]
```
## What not to do
- Don't recommend a redesign when the phone number being unclickable is the actual problem. Exhaust cheap fixes first.
- Don't report Lighthouse scores as findings; report the two changes that move them.
- Don't audit against big-brand patterns (mega-menus, chatbots, popups) — a small business wins on clarity and speed-to-human.
---
Built by Reef — AI systems for small business → https://buildwithreef.comYes — this one. Website Conversion Audit is a free, open-source Claude skill that audits a small-business site end to end: above-the-fold clarity, phone paths, forms, service pages, trust, CTAs, speed, mobile, and analytics — then ranks every fix by impact and effort into Do now, Schedule, and Skip.
Three ways: run npx skills add buildwithreef/claude-skills in your terminal and select website-conversion-audit (Claude Code), upload the .zip from this page in Claude.ai under Settings → Capabilities → Skills, or copy the SKILL.md above into a folder at ~/.claude/skills/website-conversion-audit/.
Landing Page Critique judges one page's persuasion — headline, offer, trust, CTA — and rewrites what fails. This skill audits the whole machine: every path a visitor can take to become a lead, including the plumbing (form notifications, tracking) a single-page review never sees. Many sites need both, in that order.
The opposite — it's built to exhaust cheap fixes first. A redesign only lands in the Schedule column when findings genuinely require one, and the Skip column exists so small stuff stops masquerading as strategy.
Yes. MIT licensed, no signup, no catch. It's published by Reef, an Iowa-based studio that builds AI systems, websites, and automation for small businesses. If you'd rather have this whole workflow running done-for-you, that's the work Reef takes on.