Imagine seeing your website through the eyes of your ideal visitor.
Which sections are the most helpful? Which are totally useless?
Which of the claims are weak. What copy is generic?
Which proof points are really interesting?
Of course, it’s not possible to really see things through the eyes of others. But with AI, we can come close. The trick is to combine clever AI prompts with website screenshots. And then, suddenly, you can ask the AI about the site from their point of view.
This is AI conversion optimization, based on gap analysis. In this quick guide, we’re sharing the methods, the prompts and the tools you can use to see the ways in which your key service pages miss the mark. You’ll know how to find and fix gaps for better website conversions.
In a few minutes, you’ll be ready to run an AI website audit and turn your site into a better B2B lead generation machine without driving more traffic. We put some of the methods into this video…
Here are the steps and the AI prompts…
1. Simple Persona Generator Prompt
Until you train AI on your target audience, the responses aren’t targeted.
So start by giving AI your personas. Ideally, you’ve done the audience research and you have strong personas in place. But if you don’t have one handy, you can have AI generate one for you. Here’s our guide on building AI generated personas, but we’ll save you the click and share a prompt here:
✨Here is the “simple persona generator prompt”
Create a detailed persona for a [job title] working in [industry/company size/geography] who is responsible for [roles/skills/responsibility]. This individual is facing challenges with [specific challenge/problem/task] and is actively seeking [your product/service] to address these issues.
- What are their hopes and goals in solving this problem?
- What are their fears and concerns about finding the right solution?
- What are the emotional triggers that would prompt them to take action or make a decision?
- What are the key decision criteria they consider when evaluating potential partners or vendors?
Fill in the blanks and fire away.
Next, review the output carefully. It will not be 100% accurate. So tell it what it missed. It’s just giving you a starting point. You know your actual target audience; AI does not. It’s simply summarizing what it found on the web. Trust your expertise more than the AI.
Today we’re focused on conversion optimization and lead generation, so the “emotional triggers” and the “decision criteria” are the key aspects. Get those dialed in.
2. Services Page Alignment Prompt
Now that we have a synthetic member of our target audience, we can talk to it about our pages.
On most B2B websites, there are really just a small set of pages that convert visitors into leads. It’s on these key pages (the homepage, the service pages) where visitors make the decision: should I click this call to action?
The key to lead generation is to focus on these pages. Make them persuasive and make them complete.
Our guide on B2B lead generation breaks down the elements for high converting pages. The methods and prompts here are based on that guide. If you haven’t read it, we recommend reading that carefully first.
Now we’ll use AI to audit those elements from the persona’s point of view.
To do this, we need to give AI the webpage. There are four ways to give AI a webpage:
For conversion audits, we recommend the full-page screenshot because it most closely emulates the visitor’s experience. It includes the rendered images, the visual hierarchy, the navigation treatment, etc.
To take a screenshot of an entire webpage, you’ll need a tool. There are free browser plugins that do the job. Or you can use Snagit, which is a great way to capture and markup anything on your screen. I use it every day.
Now that you have these two key inputs, the webpage screenshot and the persona, you can upload them to your favorite AI model along with the following prompt for a quick conversion audit.
Note: Uploading images (or anything) to AI may require a paid account.
✨Here is the “persona alignment audit prompt”
You are a conversion optimization expert with deep knowledge of B2B buying behavior. Evaluate a webpage from the perspective of a specific persona to identify how well it aligns with their: Information needs, objections, emotional triggers, and decision criteria. Use this structured process:
Step 1: Create a “Persona Alignment Table” comparing the persona’s needs to what appears on the page. For each row: • List the persona’s key need or emotional trigger, • Score how well the page addresses it (1 = not at all, 5 = fully), • Provide a short comment explaining the score, • Include suggestions for improvement. Format: | Persona Need or Emotional Trigger | Rating (0–5) | Homepage Evidence & Comments | Suggestions for Improvement |
Step 2: Create a “Color-Coded Heatmap Matrix” translating the ratings into a table with color indicators: 🔴 = Low alignment (1–2), 🟠 = Moderate alignment (3), 🟢 = Strong alignment (4–5)
Step 3: Create a “List of Missed Opportunities” by identifying where the page fails to meet the persona’s expectations. For each missed opportunity, include: • What’s missing, • What to add, • Example copy, layout idea, or CTA that could fix it. Format: | Missed Opportunity | What’s Missing | Recommendation | Example Copy or CTA |
Inputs: Persona and the screenshot or link to the webpage being evaluated
The response is a mini-audit, not a prescriptive list of next steps. Look closely and critically at the little report. Probably, you won’t agree with everything. Here are some typical deficiencies of this AI method.
- AI says that something was included, even though it was tiny at the bottom of the page
- It recommends adding copy that is isn’t accurate, or evidence that doesn’t exist
As the expert on the real-world audience, you need to filter through the heatmap matrix and the list of missed opportunities and decide for yourself what the best next steps are. Likely, you’ll look at it through two lenses: the level of effort and likely impact.
Now we’ll move on to a more specific type of analysis…
3. Generic vs. Specific Language Audit Prompt
Vague writing kills leads. It’s boring and generic. Marketers often write in general terms because they’re afraid of leaving something out. They thin it out their words until they cover everything.
But your visitor is scanning for an answer. They’re looking for specifics. Writers who write with courage are better at conversion, because they hit their key points harder. Compare these examples from our guide on adding specificity.
You can imagine how these different calls to action feel to the visitor. More about creating high clickthrough rate CTAs below.
AI can review your webpage copy and point out the sentences that are overly vague. All it takes is a link to the page and an audit prompt.
✨Here is the “specificity audit prompt”
Audit the following webpage for the use of specificity in its key elements. Rate the extent to which each element (header, hero image, subheadings, navigation labels, and calls to action) is vague or specific. For each element, provide a detailed recommendation for improving the language and content, specifically identifying which words or phrases need to be more descriptive or clear. Here are the specific areas to assess:
1. Header: Does the <h1> header clearly communicate what exactly the company does? Is it vague or overly generic? Provide suggestions for more descriptive alternatives.
2. Hero image: Does the image directly relate to the specific industry or the company, or is it a generic stock photo? Recommend how to make the image more specific to the business or service.
3. Subheadings: Are the subheadings descriptive and specific, or do they use vague terms like “Our Services” or “What We Do”? Recommend more specific language for each subheading.
4. Navigation labels: Are the navigation labels specific to the business or do they use very vague terms (e.g., “Products,” “Services” “Solutions”)? Suggest more terms that are specific to the industry and the services they offer, helping visitors immediately understand what to expect.
5. Calls to Action (CTAs): Are the CTAs actionable and clear? Are they using common phrases like “Click Here” or “Learn More”? Or are the CTAs specific to that company and their offer? Provide specific, action-oriented alternatives for each CTA.
For each section, include a rating (1 = very vague, 5 = highly specific to that business) and offer specific word-level improvements that will help users quickly understand what is offered. Avoid vague, generic words (e.g., “Solutions”)
[link to the page or copy and paste in the text]
4. Supportive Evidence Check Prompt
The best pages give the visitor reasons to believe. They use proof points to support their claims. They are filled with testimonials, case studies, awards, logos and data points.
The worst pages are simply piles of unsupported marketing claims. They are less likely to convert your visitor into a lead. Compare the difference in this diagram from our guide on adding supportive evidence.
Again, AI can spot the issues. In this case, you’ll need to give the AI a screenshot of the page so it can “see” the supportive evidence that are visual (client logos, award, trust seals). Upload the screenshot of any page along with an audit prompt.
✨Here is the “supportive evidence check prompt”
You are a conversion optimization expert, skilled at using evidence to support marketing messages. The most persuasive webpages use strong, credible evidence to reinforce their claims. Marketing claims are the assertions about the company’s capabilities, results, approach, or value. Your task is to evaluate the extent to which the provided webpage uses supportive evidence and rate its effectiveness.
The following are types of evidence that build trust and correlate with conversions: client testimonials, client logos, case studies/success stories, success metrics/data/statistics, expert endorsement, awards, badges, trust seals, years in business and number of customers served, team credentials, association memberships, media mentions.
Step 1: Create a “Claims Support Table” showing which claims are supported and how well. For each row: • List the marketing claim, • Score how well the claim is supported (1 = not at all, 5 = fully), • Provide a short comment explaining the score, • Include suggestions for improvement. Format: | Marketing Claim | Rating (0–5) | Suggestions for Improvement |
Step 2: Create a “Color-Coded Heatmap Matrix” translating the ratings into a table with color indicators: 🔴 = Low alignment (1–2), 🟠 = Moderate alignment (3), 🟢 = Strong alignment (4–5)
Step 3: Create a “List of Unsupported Claims” by identifying which of the marketing claims are poorly supported. For each missed opportunity, include: • What’s missing, • What to add, • Example of support that could fix it. Format: | Weakly Supported Claim | What’s Missing | Recommendation | Example Evidence
[attach a full page screenshot of a page]
5. Calls to Action Generator Prompt
The moment of truth. The money click.
The click on the call to action is really the goal of every B2B lead generation website. Their questions have been answered, their objections have been addressed, your claims have been supported. The final question is whether or not your CTA triggers the action now, during this visit.
High clickthrough rate CTAs have strong verbs. “Contact Us” is not a call to action.
Ultimately, the visitor is doing a split-second cost/benefit calculation. So changing how they think about the cost and the benefit can impact clickthrough rates.
- Reducing the perceived cost of the action
Indicate that the action the visitor is taking is low commitment (“schedule a call…”) - Increasing the perceived benefit of the action
Indicate that the action is high value (“…with a lead generation specialist”)
“Download” isn’t a strong call to action. But “Download instantly” makes it sound fast. A lower cost of their time. “Get the detailed guide” makes it sound useful and of higher value to the visitor.
AI can help suggest high clickthrough rate calls to action. Because they can appear in many places, we’ve engineered this prompt to suggest different CTAs for different locations: the header, the hero area and a mid-funnel CTA for the on-the-fence visitor who is farther down the page.
✨Here is the “call to action generator prompt”
You are a conversion copywriting expert skilled at creating high clickthrough rate Calls to Action (CTAs) for B2B lead generation websites. I’m giving you a buyer persona and a screenshot of a webpage. Create CTAs for the page
Primary Navigation Button (Top-Right): Write 5 short button text CTAs (1–3 words) that fits in the top navigation. Prioritize strong action verbs and clarity. It must feel low-friction and high-reward.
Primary Hero CTA Button (Page Block): Write 5 larger, primary button text CTAs for the main page block, such as the hero area. This can be slightly longer (up to 6–7 words). Beneath each buttons, include supporting subtext (kicker) that reassures or answers a likely objection or fear (e.g., fast response time, no obligation, transparent pricing).
Secondary CTA ideas for soft conversions: List 5 secondary CTA buttons or links for visitors who aren’t ready to contact sales. (Download a guide, View case studies, Try a demo) Focus these CTAs on reducing commitment but keeping engagement high.
Be direct, specific, and persuasive. Avoid passive or generic wording. Use clear, benefit-focused verbs (not vague words like “Submit” or “Learn More”) and favor verbs that suggest gain, ease, or security. Where useful, trigger cognitive biases like: • Certainty (“See the full process”) • Loss aversion (“Don’t miss the demo”) • Social proof (“See how companies like yours solved this”) • Time sensitivity (“Get started today”)
[link to the page or attach a full page screenshot]
A better way to use AI: Lead generation audits
Yes, AI can write copy. But a far more valuable use for AI is analysis.
Yes, AI can save you time. But a far more valuable use case is to drive performance.
If you train it on the information needs of your visitor and the principles of psychology and conversion, you’ll get more than some fast draft copy. You’ll get insights into the content gaps on your key pages.
There are visitors on these pages right now, as you read this sentence.
What aren’t they finding? What claims did you leave unsupported? What’s missing from these key pages in this key moment for your visitor?
Now you know how to use AI to drive more B2B leads without more traffic, without any other changes to your digital marketing. Fix that mousetrap, then go make more cheese. 🧀
