ICP Targeting Playbook
ICP Clarity: Who Is This For?
Based on 30,521 analyzed homepages.
Most homepages try to speak to everyone and end up speaking to no one. Defining your ICP on the homepage isn't limiting. It's clarifying. Visitors who aren't your audience should self-select out. The rest should feel seen.
Median
35
Mean
28.6
P25
0
P75
45
What This Score Measures
Role words, company descriptors, industry signals, 'for [X]' patterns, audience specificity, and pain point language.
Why It Matters
A visitor asking 'Is this for me?' won't dig through your features to find the answer. If your homepage doesn't say who it's for, they'll assume it's not for them.
What the Top 6104 Sites Do (Top 20%)
crystal-clear targeting, "for global users", names: developer, consultant, team
crystal-clear targeting, "for a designer", names: marketer, designer, marketing team
crystal-clear targeting, "for candidates", names: developer, founder, recruiter
crystal-clear targeting, "for product teams", names: developer, designer, founder
crystal-clear targeting, "for startups and corporates", names: founder, consultant, CTO
crystal-clear targeting, "for the speed of AI Build", names: engineering team, devops, team
crystal-clear targeting, "for small teams", names: manager, HR, team
crystal-clear targeting, "for developers", names: developer, marketer, team
Common Mistakes (Bottom 20%)
The bottom 6104 sites score 0 or below. Here's what they tend to get wrong:
audience not clearly defined
audience not clearly defined
audience not clearly defined
audience not clearly defined
audience not clearly defined
ICP Targeting by Industry
How to Improve Your Score
- Add 'for [role] at [company type]' to your hero or subhead. This one change can double your ICP clarity score.
- Name specific roles: 'for product managers,' 'for DevOps teams,' 'for marketing directors at B2B SaaS companies.'
- Mention a pain point your audience recognizes: 'Tired of manual reporting?' makes your ICP feel seen.
- Don't fear specificity. 'For growing e-commerce brands' converts better than 'For businesses of all sizes.'
- Use 'you' language that mirrors how your buyer thinks about their own job and challenges.
Other Playbooks
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