Sample Audit
Here's what your audit looks like.
A real positioning diagnosis — not a deck of generalities. Below is a sample audit for a fictional AI Governance company.
"Level up your AI Security with context."
How We Score
We evaluate positioning across 7 dimensions that determine whether a buyer trusts, understands, and acts on your homepage.
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.
Does the homepage show quantified customer outcomes?
Low Score: No customer logos, no case studies, no metrics. Buyers have no evidence the product works.High Score: Quantified outcomes (ROI, time saved, deployment stats) with named customers above the fold.
Does the site acknowledge alternatives and frame the decision?
Low Score: No mention of competitors, alternatives, or the status quo. Buyers are left to do their own comparison.High Score: Frames the decision clearly — names the status quo, positions against alternatives, gives buyers a reason to switch.
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.
Is the ideal buyer clearly identified?
Low Score: No mention of buyer role, team, or use case. The page speaks to “everyone.”High Score: Specific buyer persona named (CISO, ML Engineer, Compliance Lead) with use-case context.
Is the core benefit concrete and specific?
Low Score: Benefits are vague (“better security,” “peace of mind”) with no specifics on what improves or by how much.High Score: Concrete outcome tied to a metric or workflow (“cut audit prep from 6 weeks to 3 days”).
Does the story hold across homepage, LinkedIn, and sales materials?
Low Score: Homepage says one thing, LinkedIn says another, sales deck tells a third story. Buyers lose trust.High Score: Consistent narrative across all channels — same category, same value prop, same proof points.
Key Findings
“Level up your AI Security with context” could belong to any of the 15 vendors in your category. It doesn’t name what you do, who it’s for, or why context matters. A buyer scanning 6 tabs won’t remember this.
Zero customer logos, no case studies, no quantified outcomes. Your competitors Robust Intelligence and Credo AI both show enterprise logos and deployment metrics above the fold. You’re asking buyers to trust on faith.
Your homepage says “AI Security” but your product is an AI Governance platform. These are different buyer personas with different budgets. Analysts place you in Governance — your website places you nowhere specific.
