Report · Surface Teardown
Coming soonA close read of one page
that's doing a lot of work.
The Surface Teardown focuses entirely on one high-leverage surface — homepage, pricing, product page — and tells you exactly what story it's telling, what it's missing, and what to fix.
What's inside.
Narrative read of the surface
What story the page tells — and what it omits. The implicit claims, the emotional register, the trust signals present or missing, and how it reads to a buyer arriving cold.
- Implicit and explicit claims
- Emotional register analysis
- Trust signal inventory
- Cold-reader experience
Competitive context
How the page reads relative to what competitors are saying on the same type of surface — whether you're differentiated, blending in, or actively underselling.
- Competitor surface comparison
- Differentiator presence check
- Language overlap flags
- Category sameness indicators
Friction and gap analysis
Where the page creates confusion, loses momentum, or leaves proof on the table — with specific recommendations for what to revise, elevate, or remove.
- High-friction moments
- Missing proof opportunities
- Headline and claim recommendations
- Prioritized revision list
When to run it.
Pre-campaign or redesign
Before a major homepage refresh or campaign launch, get a close read of what the current surface is actually communicating.
Low-friction entry point
Start with one high-leverage page — homepage, pricing, or product — and get actionable findings without a full competitive analysis.
Conversion and narrative alignment
Find out whether your highest-traffic pages are telling the same story your sales team is telling — and where the gaps are costing you.