bakermckenzie.com
34/100
Ranked #42,832 of 46,880 sites
bakermckenzie.com
34/100 · #42,832 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
Bakermckenzie scores 34 out of 100 on homepage messaging, earning a D- grade — mixed. Across all 30,134 sites analyzed, that's well below the median of 59. Within Media / Content / Publishing, where the median is 62, Bakermckenzie lands 28 points below the industry average.
The hero text reads: "Briefed In". 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.
The page has 4 CTAs, 1 of them above the fold. The primary CTA "Contact Us" is generic — 'Learn more' and 'Get started' don't tell visitors what happens next.
Audience targeting is unclear. Detected audience: Audience not defined on the page. ICP clarity score: 0 (below the median of 35).
The biggest opportunities for Bakermckenzie: Audience targeting is weak — adding a "for [specific role/company type]" pattern would sharpen the positioning immediately. The copy uses overused buzzwords ("comprehensive") that dilute the message. Clarity is 9 points below median — the hero text needs to say what the product does in plain language.
Fix These First
up to +62 ptsRanked by estimated impact on your overall score
Add a "for [specific audience]" pattern to your hero
Visitors can't tell if this product is for them — specificity wins trust
Rewrite your hero headline
Generic language — visitors can't tell what you do from the headline alone
Add a pricing page
Hiding pricing creates friction — most buyers want to self-qualify before talking to sales
Close first-impression gaps
Visitors can't quickly tell what it does and why it matters — those signals should be above the fold
Shift copy from "we" to "you"
Your above-fold copy says "we" 7x but "you" only 0x — visitors care about their problems, not yours
First Impression
F (20/100)“A visitor would think this is a agency / professional services for hr that offers something unclear.”
Agency / Professional Services
HR
Unknown
None detected
Neutral
Gaps:
- -Business category is implied but not clearly stated.
- -Target audience is hinted at but not explicitly called out.
- -Product function unclear from above-fold copy. Visitors cannot tell what this does.
- -No discernible value proposition. The page does not explain why someone should care.
Suggested Rewrites
Better copy based on your product signals — click to copy
Current
Briefed In
Your current headline is generic — these alternatives name what you do for whom
Current
Contact Us
Tying your CTA to a specific outcome increases click-through
Current
We provide comprehensive and practical legal advice that cuts through complexity with clear, actionable guidance.
This is what shows in Google results — specificity drives higher click-through rates
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 Us" vs "Contact Us — 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.
Test adding "for Audience not defined on the page" to your hero or subheadline
Naming your audience explicitly increases relevance. Visitors self-qualify faster when they see themselves.
Rewrite above-fold copy from "we" language to "you" language
Your copy says "we" 7x and "you" 0x. Visitor-centric copy typically converts better.
Messaging Clarity
CTA Analysis
C+ (57/100)Total CTAs
4
Above Fold
1
Best CTA
Tier 3
What Do You Sell?
F (27/100)In 5 words:
Learn about
Hero
genericBriefed In
Meta Description
genericWe provide comprehensive and practical legal advice that cuts through complexity with clear, actionable guidance.
ICP Clarity
F (0/100)Detected audience
absentAudience not defined on the page
Pricing Page
F (0/100)No pricing page detected.
How You Compare
vs. other Media / Content / Publishing sites in the index
| Dimension | bakermckenzie.com | keap.com | zight.com | infusionsoft.… | managewp.com |
|---|---|---|---|---|---|
| Overall | 34 | 87-53 | 87-53 | 87-53 | 86-52 |
| Clarity | 27 | 59-32 | 100-73 | 59-32 | 100-73 |
| CTA | 57 | 75-18 | 60 | 75-18 | 75-18 |
| ICP | 0 | 46-46 | 91-91 | 46-46 | 15-15 |
| 1st Impr. | 20 | 60-40 | 60-40 | 60-40 | 52-32 |
| Pricing | 0 | 95-95 | 80-80 | 95-95 | 100-100 |
What We Analyzed
Title
Baker McKenzie – Local strength, global excellence
Word count
625
Hero text
Briefed In
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Last scanned 49 days ago. Time to check if your homepage has improved.
bakermckenzie.com scored 34/100.
We fix exactly this. Messaging, CTAs, positioning. Ready-to-ship, not a slide deck.
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