What Clarity measures

Clarity asks one thing. Can someone who has never heard of you tell, within a few seconds, who the firm is for and what it solves? We score it from the live homepage alone.

What the eight sites did

The first screen held a motto, a portrait, a photo of an office building, or a line about the future. The audience showed up one scroll later, often as a list of four or five groups. One site changed its headline three times in a single visit. One site named a category of service and never named a client.

The one site that scored a 5

It named its client, the window of time that client faces, and the decisions they have to make. All of it fit in the first screen. That firm also scored highest on every other axis.

How to fix it

Write one sentence that names the person you serve and the problem they bring you. Put it at the top of the homepage, above any photo. If you serve several groups, lead with the one that brings you the most business.

Check your own site

Show your homepage to someone outside the industry for five seconds. Ask who it is for. If they say “people with money,” your score is a 1 or a 2.

Next step: Request a free audit