How Crow scores a page.
For marketers who want to know what’s behind the number. The free scanner and the Crow app use the same checklist, so a score means the same thing everywhere.
It’s a readiness check, not a prediction of your conversion rate.
Code measures. AI answers. Code scores.
Three steps, every time.
- 1
Code measures
The things that can be measured exactly, like page speed, text size, contrast and how many fields a form has. Same page, same answer.
- 2
AI answers simple questions
Judgement calls, like “is it clear who this is for?”, answered yes or no with a quote from your page as evidence.
- 3
Code does the maths
The answers are combined into a score out of 100. The AI never chooses your score.
What we look at
Seven areas, weighted towards what matters most for leads: being clear and making the next step easy.
Value proposition
Is it clear, in the first screen, what you do, who it's for and why you're different?
Conversion path
Is there one clear next step, easy to find, with a form that asks only what it needs?
Decision information
Can a visitor find the answers they need to decide: pricing, objections, detail?
Positioning and trust
Is there proof, specific copy and a clear way to reach a real person?
UI and visual design
Does the layout guide the eye, and does it read well on a phone?
Search visibility
Can search engines and link previews understand the page?
Technical and mobile
Does it load quickly, work on mobile and measure what happens?
What can lower a score
Signs that a page is unfinished or generic take points off after everything else.
Unfinished content
Placeholder text, “coming soon” sections or leftover template defaults.
Missing basics
No real business details, or content that only appears once JavaScript runs.
Generic signals
Vague copy, stock-style images, unbacked claims and patterns that make a page look templated.
There’s a limit on how much these can take off, so one problem never sinks a page.
What your grade means
- A85 to 100
Strong page. The fundamentals are in place and remaining fixes are refinements.
- B70 to 84
Solid page with a few clear gaps worth fixing soon.
- C55 to 69
Working page with noticeable leaks in clarity, trust or conversion.
- D40 to 54
Several important basics are missing or unclear.
- F0 to 39
The page needs foundational work before it can convert reliably.
Your top three fixes
Every report ends with the three fixes worth doing first, in the same order in the scanner and the app.
- The most urgent problems come first: the ones stopping visitors understanding or acting.
- Then the ones costing you the most.
- The order is fixed, so the same page always gets the same top three.
Example fixes, not a customer's results
- 1
Say who the page is for
- 2
Add proof beside the form
- 3
Add your business details
Questions
Why did my score change?
Usually the page itself changed. Sometimes we improve how we check pages, or a result is partial because part of the page couldn't be checked that time.
Does the AI decide my score?
No. The AI only answers yes or no questions, with a quote from your page as evidence. Code then works out the score.
Can I compare scores?
Compare General scores with General scores. Industry and legacy scores use different checklists, so the same number doesn't mean the same thing across them.
What if something can't be checked?
If something doesn't apply to your page, it doesn't count against you. If we couldn't check it, the result is marked partial.
Why don't you publish the exact checklist?
So the score stays a fair measure of the page, rather than something to tick off. Your report shows exactly what to fix on your own page.
Something else? support@yourcrow.com
See your own score.
Run the free scanner and see how your own page scores, with the top three fixes ranked.
Scan a page free