thewirecutter.com
65/100
Ranked #14,462 of 46,880 sites
thewirecutter.com
65/100 · #14,462 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
Thewirecutter 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.
No hero text found. Visitors see nothing above the fold that tells them what you do.
The page has 8 CTAs, 2 of them above the fold. The primary CTA "How to Declutter a Small Entryway, According to P…" is generic — 'Learn more' and 'Get started' don't tell visitors what happens next.
Audience targeting is unclear. Detected audience: professional. Role words found: "professional". ICP clarity score: 15 (below the median of 35).
Thewirecutter fits the "Premium / Quality Leader" archetype with high confidence. This means the homepage is leading with craft and quality signals — the positioning says 'you get what you pay for'.
The biggest opportunities for Thewirecutter: Audience targeting is weak — adding a "for [specific role/company type]" pattern would sharpen the positioning immediately.
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
Add a clear hero headline
No hero headline detected — the most important real estate on your page is empty
Sharpen your audience targeting
"For businesses" or "for teams" is too broad — name a role, industry, or company type
Close first-impression gaps
Visitors can't quickly tell who it's for and why it matters — those signals should be above the fold
Make your CTA more specific
"Get started" is generic — tie it to an outcome ("Start building" or "See your report")
First Impression
F (26/100)“A visitor would think this is a e-commerce / dtc for someone that offers something that tests.”
E-Commerce / DTC
Unknown
Something that tests
None detected
Playful
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.
- -No discernible value proposition. The page does not explain why someone should care.
Suggested Rewrites
Better copy based on your product signals — click to copy
Current
How to Declutter a Small Entryway, According to Professional Organizers
Tying your CTA to a specific outcome increases click-through
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: "How to Declutter a Small…" vs "How to Declutter a Small… — Free"
"Free" is the highest-converting modifier across 27K+ homepages analyzed
Test a "Built for [role/company type]" line under your hero
The "for X" pattern is the fastest way to sharpen positioning. Test it as a subheadline.
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 (52/100)Total CTAs
8
Above Fold
2
Best CTA
Tier 3
What Do You Sell?
D (34/100)In 5 words:
Review everything
Hero
absentMeta Description
specificWirecutter tests and reviews the best tech, appliances, gear, and more. You can trust our veteran journalists, scientists, and experts to find the best stuff.
ICP Clarity
F (15/100)Detected audience
genericprofessional
Positioning Archetype
100% confidencePremium / Quality Leader
Wirecutter tests and reviews the best tech, appliances, gear, and more. You c...
Confidence: 100%
Pricing Page
F (0/100)No pricing page detected.
How You Compare
vs. other Media / Content / Publishing sites in the index
| Dimension | thewirecutter.com | keap.com | zight.com | infusionsoft.… | managewp.com |
|---|---|---|---|---|---|
| Overall | 65 | 87-22 | 87-22 | 87-22 | 86-21 |
| Clarity | 34 | 59-25 | 100-66 | 59-25 | 100-66 |
| CTA | 52 | 75-23 | 60-8 | 75-23 | 75-23 |
| ICP | 15 | 46-31 | 91-76 | 46-31 | 15 |
| 1st Impr. | 26 | 60-34 | 60-34 | 60-34 | 52-26 |
| Pricing | 0 | 95-95 | 80-80 | 95-95 | 100-100 |
What We Analyzed
Title
Wirecutter: New Product Reviews, Deals, and Buying Advice
Word count
2,807
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Last scanned 49 days ago. Time to check if your homepage has improved.
thewirecutter.com scored 65/100.
We fix exactly this. Messaging, CTAs, positioning. Ready-to-ship, not a slide deck.
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