F/ Fieldnote Studio
Brand & conversion audit · Fictional example
Clarity is not the problem.
Sequence is.
The offer is credible. The site asks visitors to understand too much before it earns the next click.
Overall signal
72
/ 100
Executive signal
The strongest proof arrives after the highest-friction moment.
01PromiseClear
02ExplanationDense
03DecisionUncertain
04ProofToo late
“I understood the service. I did not know which version was right for us.” Fictional interview synthesis
Prioritized findings
Inspect the evidence.
Select a severity, then open a finding. This is the interaction a client keeps when the work is delivered as a page.
Recommended sequence
Fix the decision path before adding more traffic.
- Week 01Reorder the proof
Bring outcome evidence beside the first decision.
- Week 02Reduce the choice
Replace five competing paths with one guided next step.
- Week 03Measure comprehension
Test message recall before optimizing conversion.