How the scorecard works
The questions follow the order a visitor experiences the page, in three groups:
- First screen (6 questions, double weight): what you do, who it is for, why you, the main action, a credibility signal, and that it works on mobile.
- Rest of the page (5 questions): services explained, proof, process, answers to common objections, and a repeated call to action.
- Basics (3 questions): contact details, speed and trust details.
Each answer scores 2 (yes), 1 (partly) or 0 (no). First-screen answers count double because most visitors never scroll further if those fail. The result is a percentage of the maximum. The weights reflect our experience reviewing service-business homepages, not an industry standard.
The five-second test
Show the first screen of your homepage to someone for five seconds, hide it, and ask: what does this company do, who is it for, and what would you click? If they cannot answer all three, the headline and subheading need work. The Value Proposition Builder and Headline Analyzer help with that.
Common homepage problems
- A slogan instead of a description (“Building tomorrow, today”).
- Sliders that rotate different messages so none of them land.
- Talking about the company (“Established in 1998, we pride ourselves…”) before the customer’s need.
- Several equally loud buttons, so visitors do not know which to choose.
- Reviews and proof hidden at the bottom of the page.
Read how to write a homepage that explains what you actually do for examples.