ewg.org
64/100
Ranked #15,662 of 46,880 sites
ewg.org
64/100 · #15,662 of 46,880
homepagerankings.com
Nonprofit / NGO Benchmarks
How you compare to 468 Nonprofit / NGO sites
Gray line = Nonprofit / NGO median
Analysis
Ewg scores 64 out of 100 on homepage messaging, earning a C+ grade — mixed. Across all 30,134 sites analyzed, that's above the median of 59.
The hero text reads: "JUST RELEASED". 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 59, Ewg is above the overall median of 36.
The page has 2 CTAs, 1 of them above the fold. That's a focused set, which avoids overwhelming visitors. The primary CTA "Contact Us" is generic — 'Learn more' and 'Get started' don't tell visitors what happens next.
Audience targeting is decent — there are audience signals, but room to be more specific. Detected audience: nonprofit, Nonprofit / NGO, creator and team. Role words found: "creator", "team". The site uses a "for [X]" pattern: "use in food sold in the U". ICP clarity score: 63 (above the median of 35).
Ewg fits the "Community / Movement" archetype with high confidence. This means the homepage is rallying users around a mission or identity, not just a product.
Fix These First
up to +38 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
Close first-impression gaps
Visitors can't quickly tell who it's for and what it does — those signals should be above the fold
Shift copy from "we" to "you"
Your above-fold copy says "we" 14x but "you" only 5x — visitors care about their problems, not yours
Rewrite your meta description
Generic meta description — this is what shows up in Google results
First Impression
F (32/100)“A visitor would think this is a nonprofit / ngo for someone that offers something unclear.”
Nonprofit / NGO
Unknown
Unknown
Cost Savings / Money
Casual
Gaps:
- -No clear target audience defined. Could be for anyone, which means it resonates with no one.
- -Product function unclear from above-fold copy. Visitors cannot tell what this does.
- -Value proposition is weakly communicated. Benefits are implied, not stated.
Suggested Rewrites
Better copy based on your product signals — click to copy
Current
JUST RELEASED
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
The Environmental Working Group is a nonprofit, nonpartisan organization dedicated to helping you live your healthiest …
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.
Rewrite above-fold copy from "we" language to "you" language
Your copy says "we" 14x and "you" 5x. Visitor-centric copy typically converts better.
Test adding social proof above the fold (customer count, logos, or testimonial)
No social proof detected. Even one trust signal ("Join 500+ teams") can lift conversions significantly.
Messaging Clarity
CTA Analysis
B- (62/100)Total CTAs
2
Above Fold
1
Best CTA
Tier 3
What Do You Sell?
C+ (59/100)In 5 words:
Database to search menu
Hero
genericJUST RELEASED
Meta Description
genericThe Environmental Working Group is a nonprofit, nonpartisan organization dedicated to helping you live your healthiest life.
ICP Clarity
B- (63/100)Detected audience
decentnonprofit, Nonprofit / NGO, creator and team
Positioning Archetype
85% confidenceCommunity / Movement
JUST RELEASED
Confidence: 85%
Pricing Page
F (0/100)No pricing page detected.
How You Compare
vs. other Nonprofit / NGO sites in the index
| Dimension | ewg.org | marathondatac… | clubexpress.c… | trustandwill.… | webcurate.co |
|---|---|---|---|---|---|
| Overall | 64 | 80-16 | 78-14 | 78-14 | 78-14 |
| Clarity | 59 | 100-41 | 72-13 | 87-28 | 72-13 |
| CTA | 62 | 80-18 | 70-8 | 60 | 79-17 |
| ICP | 63 | 15+48 | 58+5 | 53+10 | 40+23 |
| 1st Impr. | 32 | 52-20 | 48-16 | 28 | 20+12 |
| Pricing | 0 | 100-100 | 95-95 | 95-95 | 70-70 |
What We Analyzed
Title
Environmental Working Group – JUST RELEASED | Environmental Working Group
Word count
839
Hero text
JUST RELEASED
More in Nonprofit / NGO
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Last scanned 49 days ago. Time to check if your homepage has improved.
ewg.org scored 64/100.
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