bellingcat.com
63/100
Ranked #17,111 of 46,880 sites
bellingcat.com
63/100 · #17,111 of 46,880
homepagerankings.com
Nonprofit / NGO Benchmarks
How you compare to 468 Nonprofit / NGO sites
Gray line = Nonprofit / NGO median
Analysis
Bellingcat scores 63 out of 100 on homepage messaging, earning a C+ grade — mixed. Across all 30,134 sites analyzed, that's close to the median of 59.
The hero text reads: "Connect With Our Community on Any Platform". Decent. Action verbs give a sense of function, but could be more explicit about exactly what the product is. The language is specific enough that visitors get a concrete sense of what's offered. With a clarity score of 69, Bellingcat is above the overall median of 36.
The page has 9 CTAs, 4 of them above the fold. The primary CTA "Watch" is a value-oriented CTA — it promises a benefit, not just an action. CTA effectiveness score: 75 (above the median of 57).
Audience targeting is unclear. Detected audience: team. Role words found: "team". ICP clarity score: 15 (below the median of 35).
Bellingcat fits the "Community / Movement" archetype with high confidence. This means the homepage is rallying users around a mission or identity, not just a product.
The biggest opportunities for Bellingcat: Audience targeting is weak — adding a "for [specific role/company type]" pattern would sharpen the positioning immediately.
Fix These First
up to +29 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
Sharpen your audience targeting
"For businesses" or "for teams" is too broad — name a role, industry, or company type
Simplify your above-fold copy
Grade level 81 reads like an academic paper — aim for grade 8-10
First Impression
F (28/100)“A visitor would think this is a fintech / financial services for someone that offers something that connects.”
Fintech / Financial Services
Unknown
Something that connects
Status / Identity / Belonging
Neutral
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.
A/B Test Ideas
Specific experiments to run, ranked by expected impact
Test a "Built for [role/company type]" line under your hero
The "for X" pattern is the fastest way to sharpen positioning. Test it as a subheadline.
Messaging Clarity
CTA Analysis
A- (75/100)Total CTAs
9
Above Fold
4
Best CTA
Tier 2
What Do You Sell?
B (69/100)Hero
specificConnect With Our Community on Any Platform
Meta Description
absentICP Clarity
F (15/100)Detected audience
genericteam
Positioning Archetype
100% confidenceCommunity / Movement
Connect With Our Community on Any Platform
Confidence: 100%
Pricing Page
F (0/100)No pricing page detected.
How You Compare
vs. other Nonprofit / NGO sites in the index
| Dimension | bellingcat.com | marathondatac… | clubexpress.c… | trustandwill.… | webcurate.co |
|---|---|---|---|---|---|
| Overall | 63 | 80-17 | 78-15 | 78-15 | 78-15 |
| Clarity | 69 | 100-31 | 72 | 87-18 | 72 |
| CTA | 75 | 80-5 | 70+5 | 60+15 | 79 |
| ICP | 15 | 15 | 58-43 | 53-38 | 40-25 |
| 1st Impr. | 28 | 52-24 | 48-20 | 28 | 20+8 |
| Pricing | 0 | 100-100 | 95-95 | 95-95 | 70-70 |
What We Analyzed
Title
bellingcat - the home of online investigations
Word count
990
Hero text
Connect With Our Community on Any Platform
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Last scanned 49 days ago. Time to check if your homepage has improved.
bellingcat.com scored 63/100.
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