hmrc.gov.uk
69/100
Ranked #8,754 of 46,880 sites
hmrc.gov.uk
69/100 · #8,754 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
Hmrc.gov.uk scores 69 out of 100 on homepage messaging, earning a B- grade — mixed. Across all 30,134 sites analyzed, that's above the median of 59. Within Media / Content / Publishing, where the median is 62, Hmrc.gov.uk lands 7 points above the industry average.
The hero text reads: "HM Revenue & Customs". 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, Hmrc.gov.uk is above the overall median of 36.
The page has 14 CTAs, 1 of them above the fold. The primary CTA "Get started with Self Assessment" 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 decent — there are audience signals, but room to be more specific. Detected audience: B2B SaaS, agency. Role words found: "agency".
On the pricing page: Hmrc.gov.uk has a free tier and social proof elements. 2 pricing tiers is a solid structure. Show actual prices on your pricing page. Hidden pricing creates friction and drives visitors away.
Fix These First
up to +8 ptsRanked by estimated impact on your overall score
Rewrite your hero headline
Generic language — visitors can't tell what you do from the headline alone
First Impression
F (28/100)“A visitor would think this is a b2b saas for someone that offers service.”
B2B SaaS
Unknown
service
Cost Savings / Money
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.
Suggested Rewrites
Better copy based on your product signals — click to copy
Current
HM Revenue & Customs
Your current headline is generic — these alternatives name what you do for whom
A/B Test Ideas
Specific experiments to run, ranked by expected impact
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 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.
Test adding an annual/monthly billing toggle with a discount
Annual billing toggles with visible savings ("Save 20%") are a standard conversion lever.
Messaging Clarity
CTA Analysis
A- (75/100)Total CTAs
14
Above Fold
1
Best CTA
Tier 2
What Do You Sell?
B+ (72/100)In 5 words:
System to deliver content for the uk
Hero
genericHM Revenue & Customs
Meta Description
specificHMRC is the UK’s tax, payments and customs authority, and we have a vital purpose: we collect the money that pays for the UK’s public services, help families and individuals with targeted financial support and provide the property valuations that support taxation and benefits. We do this by being impartial and increasingly effective and efficient in our administration. We help the honest majority to get their tax right and make it hard for the dishonest minority to cheat the system. HMRC is a non-ministerial department, supported by 1 public body .
ICP Clarity
D (35/100)Detected audience
decentB2B SaaS, agency
Pricing Page
A+ (90/100)2 pricing tiers detected
How You Compare
vs. other Media / Content / Publishing sites in the index
| Dimension | hmrc.gov.uk | keap.com | zight.com | infusionsoft.… | managewp.com |
|---|---|---|---|---|---|
| Overall | 69 | 87-18 | 87-18 | 87-18 | 86-17 |
| Clarity | 72 | 59+13 | 100-28 | 59+13 | 100-28 |
| CTA | 75 | 75 | 60+15 | 75 | 75 |
| ICP | 35 | 46-11 | 91-56 | 46-11 | 15+20 |
| 1st Impr. | 28 | 60-32 | 60-32 | 60-32 | 52-24 |
| Pricing | 90 | 95-5 | 80+10 | 95-5 | 100-10 |
What We Analyzed
Title
HM Revenue & Customs - GOV.UK
Word count
1,393
Hero text
HM Revenue & Customs
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Last scanned 49 days ago. Time to check if your homepage has improved.
hmrc.gov.uk scored 69/100.
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