Start with the first screen. Before you judge individual components, ask whether a new visitor can tell what the product does, who it is for, and what action they should take next.
Check hierarchy next. The headline, supporting copy, primary action, proof points, and product evidence should not compete for the same level of attention. If everything is loud, the page has no path.
Review trust signals where decisions happen. Logos, metrics, testimonials, security notes, and product screenshots work best when they sit near the question they answer, not as a distant section the user may never reach.
Run the same checklist on mobile. Navigation, CTAs, pricing previews, forms, and screenshots often lose clarity when they collapse. A redesign brief is much stronger when it includes both desktop and mobile evidence.