What the number actually means.

A stranger lands, understands what this is, who it is for and what happens next, and there is proof in the way. Nobody has to guess at anything.

What a page in this band looks like

• The headline names the outcome or the job, not the category. Not 'The modern platform for teams'. Something like 'Close your books in two days, not two weeks'.
• The subhead names who it is for and rules someone out. A promise nobody is excluded from is a promise nobody believes.
• Proof carries a number and a name. '1,400 finance teams' beats 'loved by teams'. A named customer beats an anonymous quote.
• One primary action, repeated, and the label says what happens on click.
• The two biggest objections (price and switching cost, usually) are answered above the fold or one scroll below it.
• The server HTML contains the hero copy, so a crawler and a shared link see the same page a human does.

Rare. In practice a handful of pages per hundred.

The promise is specific and the next step is obvious. Something concrete is still costing you conversions, usually proof or one unanswered objection.

What a page in this band looks like

• You can tell what the product does in five seconds, and you would remember it tomorrow.
• Proof exists but is thin: logos with no numbers, or testimonials with no names.
• The CTA is clear but generic. 'Get started' where 'Import your first CSV' would have been true.
• Pricing is either absent or buried, so a serious buyer has to hunt.

The most common band for a page that has been worked on once.

A visitor understands it and forgets it. The words are correct and interchangeable with a competitor's. Nothing is broken, which is why this band is the hardest to escape.

What a page in this band looks like

• The headline would fit on three other companies' sites without editing.
• Benefits are stated as categories: faster, smarter, simpler. No number, no comparison, no before and after.
• There is social proof, but it proves popularity rather than outcome.
• The page reads like it was written to be inoffensive to everyone in the room who approved it.

Where most funded startup pages sit.

Buzzwords are doing the work of specifics. The visitor has to guess what you actually do, and most of them will not bother.

What a page in this band looks like

• The headline is abstract: platform, solution, ecosystem, operating system for X.
• No proof at all, or proof that names nobody.
• Several competing calls to action with equal visual weight, so none of them wins.
• Copy addresses an investor or a journalist rather than the person who would pay.

Very common on pre-launch and just-relaunched pages.

A stranger cannot tell what this is, or there is no way to act on it. Often this is a technical problem rather than a copy problem.

What a page in this band looks like

• The page renders nothing readable server-side, so crawlers and link previews get a blank.
• No h1, or an h1 that is the company name.
• No call to action anywhere above the fold.
• A hero image carrying the entire message, with no text equivalent.

Usually one fix away from a much better score.