Example report · public-page review
Example Invoice
Audience: freelance designers sending client invoices.
Scope: a fictional launch page and its public pricing and signup copy.
Summary: the page names features before explaining the job, leaves the billing interval unclear and uses a vague signup button. Start with the headline, then clarify pricing and the first action.
Priority 1 · Positioning
Lead with the job, not “work smarter”.
- Observation
- The fictional headline says “Work smarter. Get more done.” The first mention of invoices is below the feature list.
- Why it matters
- A designer has to read further to decide whether this is an invoicing tool or a general project app. This is a clarity concern, not a measured cause of lost sales.
- Change
- Name the audience and task in the headline. Use the supporting line to explain the first useful action.
Suggested headline
Client invoices for freelance designers.
Supporting line
Create an invoice, download the PDF and send it to your client.
Check after changing it: ask someone in the intended audience to explain who the page is for and what they can do, using only the first screen. Record where they misunderstand. This check is proposed, not executed.
Priority 2 · Pricing clarity
Put the billing interval beside the price.
- Observation
- The fictional pricing card says “£9” with a “Get started” button. It does not say whether this is monthly or annual billing, or what is included.
- Why it matters
- The visitor cannot work out the payment commitment from the card.
- Change
- Show the billing basis and the actual allowance next to the amount. In this fictional brief, the plan is £9 per month, billed monthly, with up to 20 invoices per month.
Suggested pricing copy · fictional amounts
£9 per month, billed monthly. Create up to 20 invoices each month. Cancel before your next renewal to stop future charges.
Check after changing it: compare the page with your actual checkout and terms. Confirm the amount, currency, renewal, tax treatment and allowance match before publishing. The invented terms here must not be copied onto a real product without checking them.
Priority 3 · Getting started
Explain what “Get started” opens.
- Observation
- The fictional button opens a free account form, but the launch page does not explain whether a card is required or what happens next.
- Why it matters
- The visitor has to click to discover whether they are creating an account or making a payment.
- Change
- Use the action as the button label. Add a short explanation based on the actual signup flow. In this fictional example, the first step is a free account with no card required.
Suggested button
Create a free account
Supporting line
No card needed to create your account. Choose a paid plan when you are ready to send invoices.
Check after changing it: walk through the real signup flow and verify that no payment is requested at account creation. Check the mobile and keyboard paths too. This sample does not claim that workflow was tested.