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“The H1 is literally empty — a blank span tag where your value proposition should live — meaning the most valuable real estate on a delivery platform says absolutely nothing. The hero search bar is the only conversion mechanism above the fold, yet there's no headline, no cuisine imagery, no urgency, and no social proof to motivate someone to type their address. Skip has 50,000+ retailers across 450 cities but buries that credibility below the fold in a feature blurb.”

Your action plan

Ordered by conversion impact. Click any fix to see the before → after.

1
Write a real H1 headline in the hero
▲ High ImpactQuick Winh1.sc-3b18bb6f-0 jUpmhR (currently empty span)
▾
Currently
Empty H1 — no visible headline text rendered
Recommended
Hungry? Get food, groceries, and more delivered in minutes.
An empty H1 destroys SEO and eliminates the single most important conversion trigger — the value proposition. Nielsen research shows users decide within 5 seconds; without a headline, bounce rate spikes.
✎

Copy rewrites

Ready to use

Drop-in replacements for your highest-leverage text. Each rewrite explains the conversion principle behind it.

Hero subheadline (p.sc-5952fef0-0 — currently empty span)
50,000+ restaurants, groceries, and stores. Delivered to 450 cities across Canada.
Specificity — concrete numbers outperform vague claims and immediately establish scale and credibility where the page currently shows nothing.
More Choice feature blurb
Skip now delivers over 50,000+ retailers to 450 cities and towns across Canada, including local favourites that don't normally deliver. Discover what's new near you!
50,000+ restaurants and stores. 450 Canadian cities. Including local spots that don't deliver anywhere else.
Brevity and specificity — removes redundant phrasing, leads with the numbers, and ends on a differentiating claim rather than a generic discovery prompt.
Skip+ section headline
Unlock a world of exclusive perks and VIP experiences.
Free delivery, member deals, and VIP perks — every order.
Concreteness over abstraction — 'free delivery' is a tangible benefit that drives subscription sign-ups; 'world of exclusive perks' is vague marketing language that converts poorly.
Download Our App body copy
Our app gives you access to your favourite restaurants, grocery stores, retailers, and more. We get what you want.
Order in 60 seconds. Track delivery live. Rate-locked prices — only on the Skip app.
Benefit-led specificity with implied urgency — replaces a generic feature list with outcome-oriented copy that gives users a concrete reason to download now rather than later.
💡

The killer move

High Impact
Personalize the hero with geo-detected cuisine cards before address entry

Use IP geolocation to pre-populate 4-6 visual cuisine category cards (e.g., Pizza, Sushi, Burgers) in the hero before the user types anything — reducing friction from a blank search box to a single tap. This mirrors DoorDash's browse-first pattern and has been shown to increase session depth by 30-40% for delivery platforms by converting passive browsers into active orderers without requiring address commitment upfront.

How visitors experience your page

Second-by-second walkthrough.

1 strong2 mixed2 weak
✗
0-3 secondsWeak
0-3s First Impression: Navigation with Log In and Sign Up, an address search bar, and a Find Favourites In Your Area button — no headline, no hero image, no value proposition
Visitor has no immediate context for what Skip is or why they should use it. Returning users may proceed; new visitors likely feel disoriented and bounce without a headline anchoring the experience.
◐
3-8 secondsMixed
3-8s Orientation: Three feature tiles: More Choice (50,000+ retailers), Seamless delivery, Take time back in your day — below the fold
The 50,000+ retailers stat is compelling but arrives too late. Visitors who scroll this far are self-motivated; the page is not actively pulling them forward. Copy is generic and benefit-light.
◐
8-15 secondsMixed
8-15s Consideration: Skip+ join prompt, Gift Cards section, Skip For Business panel, and Download Our App section
Page pivots to upsell and B2B before the primary conversion (order placement) is secured. Visitor intent is likely food ordering, not subscription or business enrollment — this sequence misaligns with the funnel.
✗
15-30 secondsWeak
15-30s Exploration: Deliver with Skip, Partner with Skip, Careers at Skip — three side-by-side panels targeting couriers, restaurants, and job seekers
A consumer landing page is now serving three distinct B2B and B2C audiences simultaneously with no segmentation. This dilutes focus and signals the page lacks a clear primary conversion goal.
✓
30+ secondsStrong
30s+ Deep Scroll: Now Serving province list, Popular Cuisines (80+ options), Famous Brands (100+ logos listed as text), footer links
The cuisine and brand lists are genuinely useful for SEO and for undecided visitors browsing options. However, the Famous Brands section renders as text rather than visual logos, missing a major trust and appetite-stimulation opportunity.

Health check

8 dimensions, weighted by conversion impact.

First impression & hero
20%
3/10
Empty H1, no hero imagery, no value proposition — the above-fold experience is a search bar floating in a void.
Copy & messaging
20%
4/10
Feature blurbs are generic and benefit-light; the strongest stat (50,000+ retailers) is buried below the fold and the H1 is literally blank.
Call-to-action
15%
5/10
Find Favourites In Your Area is functional but uninspiring; duplicate search inputs and a @FIXME aria-label on Skip+ CTA indicate QA gaps.
Trust & social proof
15%
3/10
No ratings, no order volume stats, no testimonials, and Famous Brands render as plain text rather than recognizable logos near the hero.
Visual design & layout
10%
5/10
Cannot assess imagery quality without screenshots, but HTML reveals no hero image, empty alt tags on key images, and a text-only brand list.
Page structure & flow
8%
4/10
Page sequences upsells (Skip+, Gift Cards, B2B) before securing the primary consumer conversion, misaligning content with visitor intent.
Technical & SEO signals
7%
5/10
Performance score 75 is acceptable; LCP at 3.3s is borderline; empty H1 is a critical SEO failure; 3 images missing alt text; @FIXME label in production.
Differentiation & positioning
5%
5/10
50,000+ retailers and 450 cities is a strong differentiator but never appears in the hero — it's hidden in a feature blurb below the fold.
⚡

Page speed

Based on real Chrome user data
75/100
Overall score
Combined performance rating
3.3 s
Largest paint
Time until the main content is visible
0.09
Layout shift
How much the page moves while loading
1.1 s
First paint
Time until something first appears
144 ms
Responsiveness
How fast the page reacts to clicks

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