{"schema_version":"2026-05-20","entity":{"slug":"figma","name":"Figma","domain":"figma.com","url":"https://figma.com","category":"Design","sub_category":"Design tool"},"scan":{"audit_id":"figm001","score":5.4,"verdict":"Eight products, no named customers, one CTA — the page can't convert a buyer it never chose.","dimensions":[{"name":"Message","key":"message","score":3.8},{"name":"Trust","key":"trust","score":4},{"name":"CTA & Offer","key":"cta_offer","score":6.6},{"name":"Post-click","key":"post_click","score":5.8},{"name":"Craft","key":"craft","score":5.8}],"dated_iso":"2026-05-17T20:29:32.378Z","industry_vertical":"design-tools","canonical_url":"https://lytms.ai/scan/figm001"},"findings":[{"module_id":"triangulation","title":"AI output quality claimed broadly; buyers flag publish-readiness gap","severity":"major","evidence_quote":"Prompt to code anything you can imagine with AI. / Drop a design file into Figma Make and chat with AI to quickly create a live, functional app.","diagnosis":"The page leads with 'Prompt to code anything you can imagine with AI' and 'Drop a design file into Figma Make and chat with AI to quickly create a live, functional app,' presenting AI output as ready-to-ship. Buyer data shows 36% say AI output quality falls short of publish-ready and buyers explicitly want 'AI output quality examples or before/after samples,' which the page does not provide.","fix":null},{"module_id":"__absence_imagery_authenticity","title":"The two testimonials are from unnamed companies.","severity":"major","evidence_quote":"Both quotes are attributed only to job titles — 'Head of Design' — with no company name, no industry, no team size. A mid-market engineering leader or enterprise buyer has no anchor to decide whether the proof applies to them.","diagnosis":"The two testimonials are from unnamed companies. A visitor can't tell if Figma works for a company like theirs.","fix":null},{"module_id":"__absence_loss_framing","title":"The page never tells a visitor what to do after 'Get started for free.","severity":"major","evidence_quote":"There is one CTA on the page: 'Get started for free.' No 'Talk to sales,' no 'Request a demo,' no enterprise contact path. The stated ICP is mid-market to enterprise teams — buyers who arrive with procurement questions, not signup intent.","diagnosis":"The page never tells a visitor what to do after 'Get started for free.' Enterprise teams don't start with a free account — they need a different door, and the page doesn't have one.","fix":null},{"module_id":"__absence_cognitive_load","title":"The page introduces eight distinct product surfaces in the body but never tells the visitor which one to start with.","severity":"major","evidence_quote":"Figma Make, Figma MCP, Figma Sites, Dev Mode, Figma Buzz, design systems, templates, and community showcases each get their own section with their own 'Explore' link. No section signals priority. A first-time enterprise evaluator leaves without a clear next step.","diagnosis":"The page introduces eight distinct product surfaces in the body but never tells the visitor which one to start with. The result is a menu, not a path.","fix":null},{"module_id":"conversion_killing_sentence","title":"Your social proof undercuts the completeness claim in your headline.","severity":"notable","evidence_quote":"Nearly everything that designers and developers need is available in Figma.","diagnosis":"Your headline says 'Make anything possible, all in Figma.' Then the first named testimonial says 'nearly everything.' That single word 'nearly' opens a gap the page never closes — a reader scanning for reasons to pick Figma over an alternative just found one reason to keep looking.","fix":null}],"methodology":{"dimensions":[{"name":"Message","definition":"Value proposition clarity, headline strength, voice consistency, awareness fit, competitive differentiation."},{"name":"Trust","definition":"Proof signals, named recognition, imagery authenticity, evidence specificity."},{"name":"CTA & Offer","definition":"Call-to-action effectiveness, offer strength, form friction."},{"name":"Post-click","definition":"Destination coherence, mobile breakage, performance, accessibility."},{"name":"Craft","definition":"Typography hierarchy, design-system coherence, framework execution."}],"rubric_size":"A deeper internal rubric covers copy, visual, structural, and psychological-persuasion categories, rolled up into the 5 user-facing bars above. Specific module count is internal architecture, not public.","scoring_note":"All scores on a 0-10 scale. ≥7.0 = ready for paid traffic; 4.5-6.9 = specific fixable problems; <4.5 = page likely costing conversions on every visit."},"cite_as":{"url":"https://lytms.ai/brand/figma","name":"Lytms scan of Figma (5.4/10)"}}