Visitors leave when they can’t tell what you do
See whether a first-time buyer can tell who you serve, what problem you solve and why you’re different. Built for B2B startup founders and marketers, and benchmarked against 30,521 real homepages.
Where 30,521 homepages land
C is the most common grade. One in 15 earns an A.
Overall grade of every ranked homepage, as a share of all 30,521. The median score is 60.
2,059 homepages
3,396 homepages
- C is the most common grade: 7,082 homepages (23.2%).
- A range: 2,059 homepages earn an A+, A or A- (6.7%).
- D or F: 3,396 homepages (11.1%).
Source: Homepage Rankings index, 30,521 homepages scored as of 22 Oct 2026. Find out where yours lands. See the A list.
Who writes the clearest homepages
First impression is the lowest score in 10 of 15 industries
Median score on each check, by industry. Clarity is the highest in 10 of them. Industries are sorted by overall median, shown on the right.
Overall median across every ranked homepage: 60. Pricing is left out: most homepages have no pricing page to score. Pick an industry for its full guide.
Special report
Defense tech startups have the weakest homepages in defense and government.
Median score by segment, startups only. 477 companies rendered and scored.
Teardowns
Startup homepages, taken apart
Twelve of our 50 teardowns, sorted by overall score, with each check scored out of 100.
| # | Homepage | Grade | Score | Clarity | Audience | CTA |
|---|---|---|---|---|---|---|
| 1 | vanta.comB2B SaaS | A+ | 84 | 62 | 95 | 75 |
| 2 | zapier.comB2B SaaS | A+ | 83 | 72 | 55 | 63 |
| 3 | gong.ioB2B SaaS | A+ | 82 | 72 | 53 | 75 |
| 4 | airtable.comB2B SaaS | A | 79 | 72 | 43 | 63 |
| 5 | formstack.comB2B SaaS | A | 79 | 90 | 91 | 75 |
| 6 | ramp.comB2B SaaS | A | 78 | 56 | 53 | 30 |
| 7 | webflow.comB2B SaaS | A- | 77 | 100 | 95 | 75 |
| 8 | linear.appB2B SaaS | A- | 76 | 62 | 85 | 57 |
| 9 | loom.comB2B SaaS | B+ | 74 | 56 | 45 | 33 |
| 10 | calendly.com | B+ | 73 | 72 | 45 | 42 |
| 11 | rippling.comB2B SaaS | B | 72 | 49 | 43 | 33 |
| 12 | attio.comB2B SaaS | B | 70 | 72 | 55 | 63 |
The headline test
Some headlines say what they do. Some could be anyone’s.
Hero headlines from homepages in our index, with the overall score each page earned.
Says what it does Score
How the score works
The five questions every buyer asks
The grader reads your page the way a first-time buyer does and checks whether each one gets an answer above the fold.
Check one thing at a time
| Homepage Messaging Grader | Scores your above-fold copy across 5 dimensions with a percentile rank against 30,521 sites. | URL |
| CTA Effectiveness Analyzer | Finds every CTA on your page and grades each one. Flags decision paralysis when too many compete. | URL |
| First Impression Simulator | What do visitors actually perceive in the first three seconds? Shows category, audience, and tone. | URL |
| Competitor Messaging Map | Plots you and competitors on a 2×2 matrix. Identifies empty quadrants for differentiation. | 2-5 URLs |
| Competitor Watch | Get a short weekly email when a competitor rewrites their homepage headline, subhead or main CTA. Free. | Up to 5 URLs |
| ICP Clarity Analyzer | Grades how well your site defines its target customer. Detects role words, industry signals, and pain points. | URL |
| Pricing Page Analyzer | Checks if your pricing page actually sells or just lists numbers. Evaluates tiers, trials, and proof. | URL |
| “What Do You Actually Sell?” Test | If a stranger can’t figure out what you do from your site, neither can your customers. | URL |
| Marketing Maturity Audit | Eight questions that reveal the gap between how good you think your marketing is and how good it actually is. | Quiz |
| Startup Archetype Classifier | Every successful company fits one of nine positioning patterns. Find yours with confidence scores. | URL |
Want a person to look at it? Alex Stonehouse of Brilliantly Wrong records free video teardowns for five startups a week.
Request a teardown