When we built the Positioning Gallery, we needed a way to score positioning that was consistent, repeatable, and grounded in what actually matters to buyers. We looked at what a homepage communicates in the first 30 seconds, the claims it makes, and whether those claims hold up under scrutiny.
The result is a 7-dimension scoring model. Each dimension measures a different aspect of how a company presents itself to buyers. Together, they produce a composite score from 0 to 100.
Below is a breakdown of each dimension, how it’s scored, and what 300+ companies taught us along the way.
The seven dimensions
Can a visitor tell what you do within 3 seconds?
Low Score: The H1 uses abstract language without naming a product category or concrete problem.High Score: A visitor knows exactly what the company does and what category it operates in within 3 seconds.
Can a buyer tell you apart from competitors?
Low Score: Messaging passes the "swap test" — you could place a competitor's logo and nothing would feel out of place.High Score: Claims are specific, evidence-backed, and couldn't appear on any competitor's site.
Does your site talk about the buyer's pain or your product's features?
Low Score: Homepage reads like an internal product spec with no mention of buyer pain.High Score: Every section is framed around a specific buyer problem.
Can a buyer verify your claims?
Low Score: No customer logos, case studies, or quantified outcomes anywhere on the homepage.High Score: Named customers with quantified outcomes on the homepage.
Does the site speak to a defined buyer?
Low Score: The site mentions 8+ industries with generic copy. No role or vertical focus.High Score: Clear role mentions (CISO, SOC analyst), industry focus, or regulatory framing.
Does the site acknowledge what the buyer is comparing you to?
Low Score: The homepage exists in a competitive vacuum. No mention of alternatives or status quo.High Score: Comparative language, /vs pages, status quo framing, or comparison tables.
Is the copy well-crafted?
Low Score: High buzzword density, bloated hero text, generic CTAs.High Score: Clean copy, concise H1, specific CTAs, low jargon.
The weights aren’t equal. Value Differentiation carries the most (25%) because it’s the dimension most directly tied to whether a buyer can distinguish you from competitors. Category Clarity carries 20% because if the buyer can’t place you in a mental category within 5 seconds, nothing else on the page matters.
What 300+ companies taught us
Companies that open with the buyer's problem tend to score well on everything else. Naming the pain forces you to pick a category, choose a differentiated angle, and prove the claim with evidence. Each dimension reinforces the next.
The most common reason for a mediocre score: leading with capabilities every competitor also has. "AI-powered," "unified platform," "comprehensive visibility" are category table-stakes. They don't hurt, but they make you invisible.
The difference between top performers and everyone else is most pronounced on Specificity & Evidence. Most companies make claims. Very few prove them. Closing this gap is often the fastest path to a better score because it doesn't require repositioning. It requires better proof of the position you already have.
Score your own homepage
You can approximate your own score by asking seven questions:
- Can a first-time visitor name your category in 5 seconds?
- Would your homepage change meaningfully if you swapped it with a competitor’s?
- Does your homepage talk about the buyer’s world or your product’s features?
- How many of your claims are backed by a named customer with a specific outcome?
- Could a buyer tell who your product is for within the first scroll?
- Does your homepage acknowledge what you replace or compete with?
- Is your copy concise, original, and free of buzzwords?
If you answered “no” to three or more, your positioning likely falls in the 25-50 range, the commoditized middle where 58% of cybersecurity companies live.
Want the precise score? Request a free positioning audit and we’ll run your homepage through all 7 dimensions.
