automattic.com
68/100
Ranked #9,966 of 46,880 sites
automattic.com
68/100 · #9,966 of 46,880
homepagerankings.com
Media / Content / Publishing Benchmarks
How you compare to 6,908 Media / Content / Publishing sites
Gray line = Media / Content / Publishing median
Analysis
Automattic scores 68 out of 100 on homepage messaging, earning a C+ grade — mixed. Across all 30,134 sites analyzed, that's above the median of 59. Within Media / Content / Publishing, where the median is 62, Automattic lands 6 points above the industry average.
The hero text reads: "We are passionate about making the web a better place.". Lacks action verbs. The hero does not describe what the product actually does, just makes a vague claim. The language is generic — a visitor can't tell what the product does from the headline alone. With a clarity score of 72, Automattic is above the overall median of 36.
The page has 5 CTAs. The primary CTA "Contact" is generic — 'Learn more' and 'Get started' don't tell visitors what happens next.
Audience targeting is crystal clear — the homepage makes it obvious who this is for. Detected audience: enterprise / non-profit, Media / Content / Publishing. The site uses a "for [X]" pattern: "posterity". ICP clarity score: 81 (above the median of 35).
Automattic fits the "Price / Value Leader" archetype with moderate confidence.
Fix These First
up to +27 ptsRanked by estimated impact on your overall score
Add a pricing page
Hiding pricing creates friction — most buyers want to self-qualify before talking to sales
Rewrite your hero headline
Generic language — visitors can't tell what you do from the headline alone
Make your CTA more specific
"Get started" is generic — tie it to an outcome ("Start building" or "See your report")
First Impression
F (28/100)“A visitor would think this is a media / content / publishing for someone that offers something that connects.”
Media / Content / Publishing
Unknown
Something that connects
Cost Savings / Money
Professional
Gaps:
- -Business category is implied but not clearly stated.
- -No clear target audience defined. Could be for anyone, which means it resonates with no one.
- -Product description is vague. Visitors get a rough idea but no clear picture.
- -Value proposition is weakly communicated. Benefits are implied, not stated.
Suggested Rewrites
Better copy based on your product signals — click to copy
Current
We are passionate about making the web a better place.
Your current headline is generic — these alternatives name what you do for whom
Current
Contact
Tying your CTA to a specific outcome increases click-through
A/B Test Ideas
Specific experiments to run, ranked by expected impact
Test adding "free" or "no card required" to your primary CTA
Risk-reducing modifiers typically lift click-through 10-15%
Test a "free" modifier on your CTA: "Contact" vs "Contact — Free"
"Free" is the highest-converting modifier across 27K+ homepages analyzed
Test a hero headline that names your product category explicitly
Generic headlines force visitors to scroll to understand what you sell. Test naming the category in the first 5 words.
Messaging Clarity
CTA Analysis
C+ (57/100)Total CTAs
5
Above Fold
0
Best CTA
Tier 3
What Do You Sell?
B+ (72/100)In 5 words:
Tool to discover new
Hero
genericWe are passionate about making the web a better place.
Meta Description
specificWe are passionate about making the web a better place. 20 years of history: explore the Automattic timeline. WordPress.com Your blog or website has a (free!) home on the web. Your story, your way. Beeper Tower of Babel fragmented messaging woes you need a Beeper. Tumblr Where your interests connect you to your people, one post at…
ICP Clarity
A+ (81/100)Detected audience
crystal-clearenterprise / non-profit, Media / Content / Publishing
Positioning Archetype
60% confidencePrice / Value Leader
We are passionate about making the web a better place.
Confidence: 60%
Pricing Page
F (0/100)No pricing page detected.
How You Compare
vs. other Media / Content / Publishing sites in the index
| Dimension | automattic.com | keap.com | zight.com | infusionsoft.… | managewp.com |
|---|---|---|---|---|---|
| Overall | 68 | 87-19 | 87-19 | 87-19 | 86-18 |
| Clarity | 72 | 59+13 | 100-28 | 59+13 | 100-28 |
| CTA | 57 | 75-18 | 60 | 75-18 | 75-18 |
| ICP | 81 | 46+35 | 91-10 | 46+35 | 15+66 |
| 1st Impr. | 28 | 60-32 | 60-32 | 60-32 | 52-24 |
| Pricing | 0 | 95-95 | 80-80 | 95-95 | 100-100 |
What We Analyzed
Title
Automattic – Making the web a better place
Word count
428
Hero text
We are passionate about making the web a better place.
More in Media / Content / Publishing
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Last scanned 49 days ago. Time to check if your homepage has improved.
automattic.com scored 68/100.
We fix exactly this. Messaging, CTAs, positioning. Ready-to-ship, not a slide deck.
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