prospect.org
65/100
Ranked #14,384 of 46,880 sites
prospect.org
65/100 · #14,384 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
Prospect scores 65 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: "Home". 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 5 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 "Sign up" is generic — 'Learn more' and 'Get started' don't tell visitors what happens next. CTA effectiveness score: 42 (below the median of 57).
Audience targeting is decent — there are audience signals, but room to be more specific. Detected audience: non-profit, Media / Content / Publishing.
The biggest opportunities for Prospect: CTAs are causing decision paralysis — reduce to one primary action above the fold. First impression clarity is below median — visitors can't quickly tell what category this product falls into.
Fix These First
up to +56 ptsRanked by estimated impact on your overall score
Reduce CTAs above the fold to one primary action
3 competing buttons cause decision paralysis — visitors click none
Add a pricing page
Hiding pricing creates friction — most buyers want to self-qualify before talking to sales
Make your CTA more specific
"Get started" is generic — tie it to an outcome ("Start building" or "See your report")
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
First Impression
F (20/100)“A visitor would think this is a media / content / publishing for someone that offers something unclear.”
Media / Content / Publishing
Unknown
Unknown
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 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
Home
Your current headline is generic — these alternatives name what you do for whom
Current
Sign up
Tying your CTA to a specific outcome increases click-through
Current
News and analysis of America's politics and government from a progressive, independent, non-profit and reader-funded ne…
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 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: "Sign up" vs "Sign up — 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 a one-line product description directly under your hero
Visitors can't tell what you do from the above-fold content. A single explanatory line can fix this.
Messaging Clarity
CTA Analysis
D+ (42/100)Total CTAs
5
Above Fold
3
Best CTA
Tier 3
What Do You Sell?
D+ (39/100)Hero
genericHome
Meta Description
genericNews and analysis of America's politics and government from a progressive, independent, non-profit and reader-funded news organization.
ICP Clarity
D+ (38/100)Detected audience
decentnon-profit, Media / Content / Publishing
Pricing Page
F (0/100)No pricing page detected.
How You Compare
vs. other Media / Content / Publishing sites in the index
| Dimension | prospect.org | keap.com | zight.com | infusionsoft.… | managewp.com |
|---|---|---|---|---|---|
| Overall | 65 | 87-22 | 87-22 | 87-22 | 86-21 |
| Clarity | 39 | 59-20 | 100-61 | 59-20 | 100-61 |
| CTA | 42 | 75-33 | 60-18 | 75-33 | 75-33 |
| ICP | 38 | 46-8 | 91-53 | 46-8 | 15+23 |
| 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
The American Prospect - Independent news and political analysis
Word count
1,350
Hero text
Home
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Last scanned 49 days ago. Time to check if your homepage has improved.
prospect.org scored 65/100.
We fix exactly this. Messaging, CTAs, positioning. Ready-to-ship, not a slide deck.
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