The Framework

Not a checklist. A complete behavioral conversion system.

30 criteria. 6 sections. 5 decision stages. Every criterion mapped to documented behavioral research. Not opinion.

The Five Decision Stages

Every human makes the same five decisions.

System One — Daniel Kahneman's fast, automatic, pattern-recognition processing — asks five questions within milliseconds of encountering any customer-facing asset. The Level Zero Score measures how completely your site answers all five.

1
10 criteria
Stage 1 · Sections A & B · Perception
Immediate Recognition
"Do I know what this is and is it for me?"
Immediate value recognition, prospect identification, offer definition, interface predictability, cognitive clarity, cognitive load, message match, benefit translation, trust trigger language, proof specificity. Failure at Stage 1 produces immediate abandonment. Nothing else matters if the visitor leaves in the first five seconds.
2
7 criteria
Stage 2 · Section C · Trust
Trust Formation
"Do I trust the entity behind this?"
Objection preemption, social proof specificity, contact confidence, decision pathway clarity, CTA force and clarity, risk reversal, authority signals. Seven criteria because trust formation is the most complex behavioral challenge. A visitor who does not trust will not convert regardless of message clarity or pathway quality.
3
5 criteria
Stage 3 · Section D · Decision
Path Clarity
"Do I know what to do next?"
Friction mapping, information progression, visual hierarchy, information breathing room, exit recovery architecture. The path of least resistance must lead to conversion. Exit recovery architecture is the most consistently missing criterion across every site evaluated.
4
3 criteria
Stage 4 · Section E · Presentation
Structural Credibility
"Does this feel safe to engage with?"
Voice consistency, offer differentiation, structural cohesion. When the visual execution contradicts the verbal claim the visual wins every time. A trust claim surrounded by structural failures is worse than no trust claim at all.
5
5 criteria
Stage 5 · Section F · Action · V3.0
Execution Reality
"Can I actually complete this and do I know what happens after?"
Conversion mechanism integrity, price and commitment clarity, operational and real-world clarity, mobile action efficiency, intent completion confidence. A site can score well on every prior stage and still lose 30 to 60 percent of ready buyers at the moment of action itself.
The Economic Implication

A site operating at 31/100 converts arriving attention at approximately 0.8 to 1.2 percent. The same attention at a corrected foundation scoring 75+ converts at 3 to 5 percent. Same traffic. New foundation.

1%
Conversion at 31/100
3.5%
Conversion at 75+
+75%
Output. Same traffic.
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$295 · 30-point evaluation · Delivered within 24 hours