Audit report · Jun 9, 2026 · hand-graded
Last run 9 Jun 2026, 00:00
zerophase.app
A dense military PDF turned into a clean daily plan, and the page makes that obvious. It does #21 beautifully — “Describe the problem better than they can” — with “The training guide is dense. Good luck with that.” But the lower page lists features where Marc's #24 says “Sell the outcome, not the feature,” and it launched with no proof (#29) and no founder's face (#15).
31 checks · 22 passed · 7 need work · 2 failed
Category scores
Fix these first.
Ordered by how much each one is costing you. Start at the top.
- 1
No proof a candidate has used it
rule 29Found: Rule #29: “Collect proof before traffic.” For a BUD/S prep program, the most persuasive thing on earth is a candidate's result — and there isn't one on the page.
Fix: Add one story — “went from 50 to 75 push-ups in 12 weeks,” ideally from someone who passed their PST. One result outsells the whole feature list.
- 2
Features where the outcome belongs
rule 24Found: Rule #24: “People buy more money, more time, better health, more status, or less pain… Sell the outcome, not the feature.” The lower page lists “Log every rep and set,” “Progress Visibility,” “Automatic Plan Adjustments.”
Fix: Lead each block with the prize — showing up to BUD/S actually prepared — then the feature underneath.
- 3
No founder to see or hear
rule 15Found: Rule #15: “Show your face.” For this audience a vet, or someone who went through the pipeline, would be decisive — and there's no human on the page.
Fix: Put a name and a face on it, with the one line of credibility that matters to this crowd.
The rest of the rubric
Needs work
- The page is long and feature-denserule 6
Rule #6: “One screen. One message.” Eight near-identical feature blocks stack up — cut by a third.
- Lead with a numberrule 3
Rule #3: numbers beat adjectives. 26 weeks and 182 days are in there — surface one as the hook instead of burying it.
- Headline runs longrule 17
Rule #17 wants a line that sticks. “Your 26-week path to BUD/S — one day at a time” is good but maxed; a tighter cut hits harder.
- Footer isn't built to be sharedrule 4
Rule #4: “Finish strong.” Give the last screen a PST result card a candidate would actually post.
- Check the free tier vs the free planlow confidencerule 1
Rule #1 kills free plans, not free lead magnets. “Free PST” is a smart hook — just confirm there's no forever-free plan cannibalizing the paid program.
- Tighten any soft claimsrule 26
Rule #26: “Make statements, not estimates.” Sweep the feature copy for any hedge words and harden them.
- Rides a niche, not a wavelow confidencerule 13
Rule #13: “Build around trends, technologies… people are already discussing.” BUD/S prep is a durable niche, not a current wave — there's no rising trend doing half your marketing.
Passed — don’t break these
- ✓#30 — outcome-led, ≤10 words
- ✓#22 — one hero CTA: “Start Your Training”
- ✓#21 — “The training guide is dense. Good luck with that.” nails problem-empathy
- ✓#10 — the 3-step cards show the product
- ✓#16 — pricing present, free PST entry
- ✓#25 — free PST: play before you pay
- ✓#2 — disciplined olive-on-cream palette
- ✓#11 — one thing: BUD/S prep
- ✓#28 — a specific CTA
- ✓#23 — a name made of real words
- ✓#20 — the hero carries the product
- ✓#19 — a dense PDF turned into a calibrated daily plan is genuinely new
Headline rewrites, ready to paste
“Show up to BUD/S actually ready.”
“The NSW guide, turned into today's workout.”
“Stop winging your BUD/S prep by week 3.”