website tools
Best tools for landing page audits
Audit your landing pages like a CRO expert with these free and affordable tools.
Quick recommendation
Audit your landing pages like a CRO expert with these free and affordable tools.
The Landing Page Audit Toolkit
1. Google PageSpeed Insights — Performance Baseline
Use for: measuring Core Web Vitals, identifying render-blocking resources, and getting specific optimization suggestions. Free, no account required. Run this first — if your page takes more than 3 seconds to load, other optimizations matter less.
2. Semrush Site Audit — Technical SEO Deep Dive
Use for: crawling your entire site for broken links, duplicate content, missing meta tags, and crawlability issues. Semrush's audit scores each issue by severity and gives step-by-step fix instructions. Free for up to 100 pages.
3. Hotjar — User Behavior & Heatmaps
Use for: seeing where users click, how far they scroll, and where they drop off. Session recordings show you exactly how real visitors interact with your page. The free tier covers up to 35 daily sessions — enough for most small sites.
4. AIToolbox SSL Checker — Security Verification
Use for: checking SSL certificate validity, expiration dates, and configuration. An expired or misconfigured SSL certificate will cause browser security warnings that kill conversions instantly. Free tool, no sign-up required.
5. GTmetrix — Performance & Waterfall Analysis
Use for: detailed waterfall charts showing exactly what loads when, and what's slowing your page down. GTmetrix tests from multiple locations and devices, giving you a more complete picture than PageSpeed Insights alone.
Quick Comparison
| Tool | Best For | Price | Free Tier |
|---|---|---|---|
| PageSpeed Insights | Core Web Vitals | Free | Yes |
| Semrush | Technical SEO | $139/mo | Limited free |
| Hotjar | User behavior | Free / $39/mo | Yes |
| AIToolbox SSL | SSL checking | Free | Yes |
| GTmetrix | Waterfall analysis | Free / $14/mo | Yes |
How to choose for growth marketers
Audit in this order
Speed → SEO → User Behavior → Copy. A fast, findable page with confusing copy still won't convert. But a slow page won't even get visitors. Fix technical issues first, then optimize for conversion.
Test one change at a time
Don't redesign your entire landing page based on one audit. Change one element (headline, CTA button color, form length), measure for a week, then iterate. Controlled testing beats guesswork.
Mobile-first auditing
Over 60% of web traffic is mobile. Always audit your mobile experience first. Tools like PageSpeed Insights and GTmetrix let you test specifically on mobile devices and networks.