onkyo.comvssony.net

Sony edges out Onkyo modestly on homepage messaging, 60 to 56. Here's where the gap comes from.

Sony is clearer about what it does (72 vs 56 on clarity). Sony has stronger CTAs (62 vs 0). Sony is better at saying who it's for (ICP: 89 vs 50). Sony's targeting is crystal-clear, while Onkyo's is decent. Sony has a much stronger pricing page (55 vs 0). Onkyo doesn't have a detectable pricing page at all.

Onkyo uses a "Price / Value Leader" positioning while Sony goes with "Platform / Ecosystem" — fundamentally different approaches to winning the same buyer.