iom.int
57/100
Ranked #26,345 of 46,880 sites
iom.int
57/100 · #26,345 of 46,880
homepagerankings.com
Nonprofit / NGO Benchmarks
How you compare to 468 Nonprofit / NGO sites
Gray line = Nonprofit / NGO median
Analysis
Iom.int scores 57 out of 100 on homepage messaging, earning a C grade — average — basic messaging is present but generic. Across all 30,134 sites analyzed, that's close to the median of 59. Within Nonprofit / NGO, where the median is 62, Iom.int lands 5 points below the industry average.
The hero text reads: "International Organization for Migration — Dedicated to Safe, Orderly Migration". 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 11 CTAs, 3 of them above the fold. That's enough to trigger decision paralysis — when too many buttons compete for attention, visitors often click none. The primary CTA "Watch" is a value-oriented CTA — it promises a benefit, not just an action.
Audience targeting is decent — there are audience signals, but room to be more specific. Detected audience: the benefit of all. The site uses a "for [X]" pattern: "the benefit of all".
The biggest opportunities for Iom.int: Clarity is 7 points below median — the hero text needs to say what the product does in plain language.
Fix These First
up to +46 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
Reduce CTAs above the fold to one primary action
3 competing buttons cause decision paralysis — visitors click none
Rewrite your meta description
Generic meta description — this is what shows up in Google results
Simplify your above-fold copy
Grade level 17 reads like an academic paper — aim for grade 8-10
First Impression
D (48/100)“A visitor would think this is a developer tools / infrastructure for the benefit of all that offers system.”
Developer Tools / Infrastructure
the benefit of all
system
Risk Reduction / Safety
Neutral
Gaps:
- -Business category is implied but not clearly stated.
- -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
Official website of IOM, the leading organization within the United Nations system promoting humane and orderly migrati…
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
Remove all secondary CTAs above the fold — keep only one primary action
3 competing CTAs detected. Single-CTA pages typically convert 20-30% better.
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.
Messaging Clarity
CTA Analysis
C+ (60/100)Total CTAs
11
Above Fold
3
Best CTA
Tier 2
What Do You Sell?
F (29/100)In 5 words:
System for migration
Hero
genericInternational Organization for Migration — Dedicated to Safe, Orderly Migration
Meta Description
genericOfficial website of IOM, the leading organization within the United Nations system promoting humane and orderly migration for the benefit of all.
ICP Clarity
D+ (40/100)Detected audience
decentthe benefit of all
Pricing Page
F (0/100)No pricing page detected.
How You Compare
vs. other Nonprofit / NGO sites in the index
| Dimension | iom.int | marathondatac… | clubexpress.c… | trustandwill.… | webcurate.co |
|---|---|---|---|---|---|
| Overall | 57 | 80-23 | 78-21 | 78-21 | 78-21 |
| Clarity | 29 | 100-71 | 72-43 | 87-58 | 72-43 |
| CTA | 60 | 80-20 | 70-10 | 60 | 79-19 |
| ICP | 40 | 15+25 | 58-18 | 53-13 | 40 |
| 1st Impr. | 48 | 52 | 48 | 28+20 | 20+28 |
| Pricing | 0 | 100-100 | 95-95 | 95-95 | 70-70 |
What We Analyzed
Title
International Organization for Migration | IOM, UN Migration
Word count
2,668
Hero text
International Organization for Migration — Dedicated to Safe, Orderly Migration
More in Nonprofit / NGO
View Nonprofit / NGO benchmarks →Track Your Progress
Last scanned 49 days ago. Time to check if your homepage has improved.
iom.int scored 57/100.
We fix exactly this. Messaging, CTAs, positioning. Ready-to-ship, not a slide deck.
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