B2B sites are read by several people with different questions: the one with the problem, the one with the budget and the one who has to integrate it. A page that answers only the first loses the deal quietly.
Testers are briefed to read as each role and report what was missing for them.
What you get: measured facts separated from human judgement.
Start an auditWhat we check
Message match
Whether the page delivers what the ad or outreach promised, in the same words.
Proof for sceptics
Case studies, numbers, logos with context, and security or compliance answers where relevant.
Form friction
Field count, required data and whether the reward for submitting is worth it.
Follow-up promise
What happens after submitting: confirmation, timing expectation, and whether it is kept.
Measured foundations
Speed, mobile layout, contrast and metadata that decide whether paid traffic converts at all.
Typical findings
- Demo request form with eleven fields and no agenda for the call.
- Case studies without numbers or industry context.
- No pricing signal at all, so evaluators drop out early.
- Thank-you page that promises contact 'soon' with no timeframe.
Questions
Can testers match my buyer persona?
You describe the persona in the brief and testers report from that perspective.
Does this cover paid landing pages?
Yes, and message-match against the ad is one of the checks.
Can I re-run after changes?
Yes, and the report compares against your previous baseline score.
See also
A roast is an automated audit plus reports from real testers, with evidence attached.