Sample audit
This is a sample audit of "Bookly," a fictional scheduling SaaS we created to show you exactly what you'd receive. Real audits are, of course, about your actual page.
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1.
Your headline is translated, not written.
Bookly's Japanese headline says 「予約をシンプルに」— a literal translation of "Scheduling, simplified." It's grammatically fine and completely forgettable. Japanese SaaS headlines that convert lead with the outcome and the pain, not the product category.
Direction: rewrite around the no-show problem — e.g. 「無断キャンセルを、仕組みで減らす」.
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2.
"Free trial" reads riskier than it should.
The CTA says 「無料トライアル」 with no reassurance around it. Japanese users famously hesitate at sign-up forms: no mention of クレジットカード不要 (no credit card required) means many assume the opposite.
Direction: add the two magic words under the button.
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3.
Your pricing page hides the yen.
Prices are shown in USD only. Beyond the mental conversion tax, USD pricing signals "we don't really operate here" — and makes expense approval harder inside Japanese companies.
Direction: show JPY (even approximate, clearly marked), and mention whether tax is included — 税込/税別 ambiguity is a real trust issue.
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4.
No social proof a Japanese visitor can recognize.
The testimonials are all from US companies. To a Japanese visitor, this reads as "no one here uses this."
Direction: until you have Japanese customers, use recognizable proxies — user counts, industry categories, or a 日本語サポート対応 badge — rather than untranslated US quotes.
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5.
Your support promise is invisible.
Nowhere does the page say what happens after purchase in Japanese. Japanese buyers weigh support heavily before subscribing — silence reads as "English-only support."
Direction: one line about response times and Japanese-language docs (even if machine-assisted with human review) measurably lowers the hurdle.
That's the format: five concrete issues, each with a direction you can act on.
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