How to turn roast comments into a homepage edit
Roast comments are specific critiques attached to a crush or a pass. Cluster the ones that repeat, ignore the one-off insults, and ship a single edit you can submit again.
Picture Andre, a founder in Atlanta, scrolling comments on a Thursday after lunch with his jaw tight. One note says the headline could belong to any AI tool. Another says the page looks like a template. A third makes a joke about the illustration that is funny and useless. Andre's first draft of a response is to rebuild the homepage over the weekend so nobody can write those sentences again. That weekend will feel productive. It will also mix a real clarity problem with a joke, and the next round of votes will not tell him which fix mattered.
Roast on LandingCrush is an evaluation style. Voters can set roast, rate, or both. Roast prompts a specific critique instead of a silent swipe. The verdict is still a crush or a pass. The comment is the part you can edit from. Rate is a more professional assessment and still ends in the same binary vote. Both styles can leave words on the detail page. Roast is where you are most likely to find a sentence sharp enough to act on, and sharp enough to overreact to. The skill is telling those apart.
Copy the comments out of the page and into a list
Do this before you talk about them. Paste each comment into a note with three extra fields you fill in yourself: the part of the page it mentions, whether it is specific, and whether you have seen the same point before. Parts are concrete. Headline. Button. Proof. Navigation. Mobile stack. Illustration. Load, if they mention it. "The whole vibe" is not a part. Park those in a misc column and do not let them drive the edit.
Specific means you could change a file and the comment would become true or false. "The headline does not say who it is for" becomes true or false after you name a buyer. "Make it pop" does not. "I hate the green" is specific about a color and still might be one person's taste. Mark it specific, and mark it unconfirmed until a second comment agrees.
You are not grading the voter. You are grading whether the note can survive contact with a design tool. A cruel sentence that names the headline is more useful than a kind sentence that says the page is fine. Kindness is pleasant. It does not tell you what to change. The crush rate already told you the balance of crushes and passes. Comments tell you the mechanism, when they have one.
If the list is empty, stop. A crush rate without comments is not a roast. Go collect words. Ask voters to use roast when you share the swipe link. Do not invent the critique you wish they had written. That invention will feel like research and it is you arguing with yourself.
Cluster until one theme has company
Read the list a second time and group by part. You want a theme that shows up more than once, in words that do not all come from the same sentence you are echoing back. Two comments about an unnamed buyer are a cluster. One joke about the illustration is an orphan. Orphans go to a parking lot at the bottom of the note. You may agree with an orphan later. You may not spend the next submission on it while a cluster is sitting there.
Write the cluster as a single sentence in the voter's language, not in your brand language. "People cannot tell whether this is for finance teams or for founders" is a brief. "Improve messaging clarity" is how the cluster dies in a slide. Keep their nouns.
You might be thinking every negative comment deserves a fix because the voter took the time. Time is not the same as a pattern. One pass with a novel complaint is information about that person. A homepage cannot answer every person. If you try, you will add a paragraph for each orphan and bury the cluster. The first screen gets worse in the name of being responsive.
Check the cluster against the screenshot. Sometimes voters describe a problem that lives in a different place than they think. They say the button is weak when the headline never created a reason to look at the button. You can still use the comment. Put the edit on the headline if that is where the confusion starts. Say that you did so. Do not silently "fix" a different part and claim you answered them.
Turn the cluster into one edit with a before and after
One cluster, one change. Write it as a before and after in the same doc as the comments.
Before: the headline says "The modern workspace for teams." After: the headline says "A close checklist for finance leads who still live in spreadsheets." The offer stays. The button stays. The illustration stays unless it is the cluster. This is the same discipline as writing the one difference. Roast comments are how you choose the difference. They are not permission to reopen every decision.
If the cluster is "I do not believe you," look at proof, not at adjectives. A logo row, a named constraint, or a plainer claim you can stand behind is the edit. Intensifiers are how founders answer distrust without evidence. Voters who did not believe "fastest" will not believe "blazingly fastest."
If the cluster is about the phone, edit the mobile capture. Do not only update the desktop file you prefer to look at. Submit the screenshots that match the complaint. A beautiful desktop response to a mobile roast is a missed assignment.
Price the edit in time before you start. If the cluster needs a new illustration, a new claim, and a new audience, it is not one edit. It is a strategy meeting. Take it to the meeting. Do not disguise it as a reaction to comments. The comments were specific. Your scope creep is not their fault.
Submit the edit and ask the next comments a narrower question
Submit the changed homepage. If you want both the old and the new page in the feed, you need a plan that allows more than one active submission. The free plan includes one. Creator Pro includes unlimited submissions at the published price of $19 a month or $190 a year. Wait for approval. Then read new comments for the cluster you tried to close.
The question on the second pass is narrow. Did people stop saying the buyer is missing? If the new comments are about the button and nobody mentions the buyer, the cluster moved. That is progress even if the crush rate is not dramatic yet. Read the rate with the count, using the crush-rate reading. A small sample can make a successful edit look like a dip. Do not revert on a dozen votes because you are still bruised from the first roast.
Reply behavior matters inside your own team more than it matters on the page. Do not argue with the original comments in the decision doc. Thanking a stranger is fine. Litigating them teaches the team that the next roast should be softer, and softer comments are worse raw material. You asked for a specific critique. You got one. Use it or park it.
The AI critique queued after approval may mention hero clarity or the call to action in its own scores. Treat that as a second opinion from a model, in a different column from the roast. If the model and the cluster disagree, follow the repeated human comments. The product treats community votes as the ground truth when they conflict with an AI Panel prediction. The same humility applies here. A roast cluster is human language tied to a real vote. Let it pick the edit.
Close the loop in writing so the roast ends
When you ship the edit to the live site, archive the comment note with the date, the cluster sentence, the change you made, and the next thing you will watch in your own analytics. The roast did its job when the cluster is either gone or consciously declined. "We heard that the illustration feels generic. We are not changing it this month because the buyer line was the repeated issue." That sentence is a complete response. It is more respectful than a silent rebuild, and more honest than pretending every joke became a ticket.
A homepage edit that comes from a cluster is small on purpose. Small is how you learn. The weekend rebuild is how you stay angry and uninformed.
Which comment on your page has a twin, and which comment is only loud?
Common questions
Q: What is roast mode?
A: It is an evaluation style that prompts a voter for a specific critique along with a crush or a pass. Rate is a more professional assessment. Both still record the same kind of vote.
Q: Should I change the page for every negative comment?
A: No. Change it for a repeated, specific point you can make true or false. Park one-off taste and jokes unless a second comment agrees.
Q: Do roast comments measure conversion?
A: They explain preference on the submitted homepage. After you edit the live page, measure the action in your own analytics.