First 5 seconds
The ad talked about new systems, but this page is about repair. Is there financing? I don't see it.
Scores by dimension
| First Impression | 60 of 100 |
|---|---|
| Relevance | 60 of 100 |
| Clarity | 60 of 100 |
| Trust & Credibility | 60 of 100 |
| Motivation & Value | 20 of 100 |
| Objection Handling | 30 of 100 |
| Friction | 30 of 100 |
| CTA & Next Step | 60 of 100 |
Conversion likelihood ~29% (estimate)
Their walk-through
The Facebook ad got me thinking about a new system, but the landing page is about AC repair, so the message doesn't match what I clicked. I looked through every section for financing or payment plans and found nothing — not even a mention in 'Why Choose Summit Peak.' 'Specials' is in the nav but that sends me off the page. The replacement card says 'high-efficiency systems,' which sounds expensive with no way to pay for it. The site looks trustworthy and I like that they're family-owned, but I won't fill out a long form just to find out whether they offer financing. Show me '$129/month' and I'd at least start the conversation.
“I can't do $12k cash. Show me a monthly number or I'm out.”
Where they'd leave
After the services cards — no financing information anywhere.
Findings (6)
- HighFriction
No persistent call option on mobile
After the hero there is no visible way to call on mobile.
“I'd call if the number were right there.”
- HighFriction
Nine-field form is too much effort
Nine fields including street address and a required service type create friction before any value is offered.
“I'm not giving my address just to ask about financing.”
- MediumFriction
Hero loads slowly on mobile (LCP 4.8s)
The hero image is the LCP element and takes 4.8s on a throttled mobile connection.
“Took a while to load from the ad.”
- MediumFriction
Full site nav creates exits
Eight nav links compete with the conversion goal.
“I clicked Specials and got lost.”
- MediumObjection Handling
Common questions are unanswered
No FAQ or objection handling for cost, timing, or brands.
“Is there a warranty on new systems?”
- MediumMotivation & Value
Financing isn't mentioned anywhere
No payment plans or monthly pricing are offered for $9–14k replacements.
“No financing? Then I can't even start.”
Fixes that help Financing Frank
- 4Add a sticky tap-to-call bar on mobileHighQuick winMobile UXEst. lift: +1.6–6.6% (estimate)
- 7Compress hero image — mobile LCP is 4.8sMediumQuick winSpeed & performanceEst. lift: +0.6–2.8% (estimate)
- 8Replace the 9-field form with a 3-field 'Request service' formHighModerateFormEst. lift: +1.1–5.4% (estimate)
- 9Trim the 8-link nav on this landing page to logo + phoneMediumQuick winNavigationEst. lift: +0.3–1.3% (estimate)
- 11Add an FAQ answering cost, timing, and brands servicedMediumModerateObjectionEst. lift: +0.2–1.2% (estimate)
- 15Add a financing section with monthly payment exampleMediumModerateOfferEst. lift: +0.7–2.2% (estimate)