refinery29.com
61/100
Ranked #20,648 of 46,880 sites
refinery29.com
61/100 · #20,648 of 46,880
homepagerankings.com
Analysis
Refinery29 scores 61 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.
The hero text reads: "Today on R29". 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 1 CTA, 1 of them above the fold. That's a focused set, which avoids overwhelming visitors. The primary CTA "Join The Refinery" 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: agency. Role words found: "agency". The site uses a "for [X]" pattern: "ALL young people". ICP clarity score: 45 (above the median of 35).
Refinery29 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 Refinery29: CTA effectiveness is below median — consider using action-oriented language ("Start free trial") over generic buttons ("Learn more").
Fix These First
up to +39 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
Make your CTA more specific
"Get started" is generic — tie it to an outcome ("Start building" or "See your report")
Shift copy from "we" to "you"
Your above-fold copy says "we" 6x but "you" only 1x — visitors care about their problems, not yours
Rewrite your meta description
Generic meta description — this is what shows up in Google results
First Impression
D (48/100)“A visitor would think this is a b2b saas for all young people that offers something that ships.”
B2B SaaS
ALL young people
Something that ships
Cost Savings / Money
Playful
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
Today on R29
Your current headline is generic — these alternatives name what you do for whom
Current
Join The Refinery
Tying your CTA to a specific outcome increases click-through
Current
Refinery29 is a creative global platform for ALL young people. We tell stories in our own words that enlighten, inspire…
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: "Join The Refinery" vs "Join The Refinery — 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" 6x and "you" 1x. 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
C (50/100)Total CTAs
1
Above Fold
1
Best CTA
Tier 3
What Do You Sell?
D (37/100)In 5 words:
Creative global platform
Hero
genericToday on R29
Meta Description
genericRefinery29 is a creative global platform for ALL young people. We tell stories in our own words that enlighten, inspire, and drive change from the ground up. We exist at the intersection of style, fashion, beauty & shopping; work & money; sex, relationships & wellbeing; entertainment and gaming, and identity. As a community-driven brand, our mission is to arm you with what you and your communities need to find joy, meaning, and agency.
ICP Clarity
C- (45/100)Detected audience
decentagency
Positioning Archetype
100% confidenceCommunity / Movement
Today on R29
Confidence: 100%
Pricing Page
F (0/100)No pricing page detected.
What We Analyzed
Title
Refinery29
Word count
1,623
Hero text
Today on R29
Track Your Progress
Last scanned 49 days ago. Time to check if your homepage has improved.
refinery29.com scored 61/100.
We fix exactly this. Messaging, CTAs, positioning. Ready-to-ship, not a slide deck.
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