SAMPLE REPORT — "BoxWise" is a fictional company. Your report analyzes your real pages, your real competitors, and rewrites your actual copy. Get yours →
BoxWise has a genuinely strong story — 25 years in business, in-house advice, same-day dispatch. But that story doesn't survive the first 5 seconds. On every page we audited, there is no visible call-to-action, no concrete promise, and the cookie banner covers exactly the part of the screen where a visitor would click.
4.5/12
Average score across 12 BoxWise pages
6/12
Best competitor
6
Problems that repeat on (almost) every page — six levers that fix the whole site at once
The good news: the competitors score poorly too (4–6 out of 12). Nobody in this market tells the visitor who the offer is for or what they gain. The first company that does will stand out immediately — and BoxWise has the strongest asset to do it: real people and real advice, where the competitors are anonymous webshops.
1. The 5-second test: what a first-time visitor sees today
A visitor decides in ± 5 seconds whether to stay. This is what the homepage communicates in those 5 seconds:
Question
Answer the visitor gets
What is this?
✅ A company that sells packaging supplies — this comes through clearly.
Who is it for?
❌ Unclear. No industry, company size, or role is mentioned anywhere.
What do I gain?
❌ Unclear. "Your packaging partner" describes a role, not a result.
What should I do?
❌ The only visible buttons are "Accept" and "Decline" — on the cookie banner.
Illustration of the BoxWise homepage above the fold (1440×900, first visit). In your report this is a real screenshot of your actual page — captured exactly as a first-time visitor sees it, cookie banner included. The orange call-to-action is buried below the fold; only its top edge is visible.
2. Six structural problems (site-wide)
These are not isolated page mistakes — they live in the site template, so they repeat on (almost) every page. One fix improves the entire site at once.
1. The cookie banner buries the message — on every page (12/12)
The banner covers the left half of the screen and hides both the core message and the call-to-action. Nielsen Norman Group eyetracking (2018) shows 57% of viewing time stays above the fold — and that space currently goes to cookie text.
Fix: turn it into a slim bar at the bottom. One plugin setting — the single biggest quick win in this report.
2. Not a single page has a visible call-to-action in the hero (12/12)
On category pages (boxes, tape, film, machines…) there is literally no button above the fold — the visitor has to figure out the next step alone. The only buttons are cookie buttons.
Fix: one dominant button per page: "Browse the range" or "Request a quote".
3. Zero social proof above the fold (12/12)
No review stars, no review count, no client logos, no testimonial. "25 years of experience" is a self-claim, not external proof. Northwestern's Spiegel Research Center (2017) found that showing reviews lifts purchase likelihood by up to 270% versus showing none.
Fix: one line in the template, e.g. "★★★★★ 4.8/5 on Google · Trusted by 500+ businesses" (real numbers only).
4. No concrete, verifiable claims (12/12)
"Best personal service", "sharpest prices", "various qualities" — all vague. Classic direct-response tests show "33% more light" outsells "brighter"; unproven superlatives cut trust by up to half.
Fix: replace every vague promise with a number: delivery time, products in stock, customers served, quote response time.
5. Headlines describe products, not outcomes (12/12)
"Cardboard boxes", "Tape for every sector", "Your packaging partner" — the visitor reads what you sell, but never what they gain (pack faster, spend less, zero hassle).
6. The site never says who it's for (11/12)
Only the e-commerce packaging page names an audience ("for your webshop") — and it's also the highest-scoring page (6/12). That is not a coincidence.
3. Page-by-page scorecard
Page
Score
Biggest gap
/contact
2 / 12
Form button says "Submit"; no promise (e.g. reply within 24h)
/ (homepage)
3 / 12
CTA invisible under cookie banner; no audience or outcome
/about-us
3 / 12
Same hero as homepage; the real story stays invisible
/packaging-materials
3 / 12
Generic stock photo instead of product; no CTA
/sustainable-packaging
4 / 12
Unfinished sentence in the hero; poor text contrast
/packaging-machines
5 / 12
Category label as headline; no button, no proof
/cardboard-boxes
5 / 12
No CTA, no concrete claims (sizes, delivery time)
/tape
5 / 12
"Every sector" = nobody feels addressed
/stretch-film
5 / 12
Vague bullets ("various qualities") without numbers
/protective-packaging
5 / 12
Audience hidden in a small bullet; no buy button visible
/labels-and-printing
5 / 12
No differentiation from the three biggest competitors
/ecommerce-packaging
6 / 12
Best page — the only one naming its audience. Missing only CTA + proof
4. Competitor benchmark
You provide up to 3 competitor URLs — or we identify your biggest online competitors for you.
Site
Score
What they do better
Where they fail
Competitor A
6 / 12
Trust bar above the fold: "free shipping from €199", "order by 4pm = same-day dispatch", "buy on account" + star rating. Concrete and verifiable.
Internal jargon in the headline; three buttons fighting for attention.
Competitor B
4 / 12
Hard numbers in the headline: "10,000 products, dispatched within 24 hours" + 4.5/5 verified reviews.
"Quality since 1992" without any proof; CTA hidden in the navigation; three equal blocks with no focal point.
The open opportunity in this market
Not a single player — not even the market leader — tells the visitor who the offer is for or what result to expect. The competitors only win on logistics numbers (delivery time, stock). BoxWise is the only one that can claim the personal-advice story: "real specialists who think along with you" versus anonymous box-shifters. Combine that story with the concrete numbers that are currently missing, and BoxWise leapfrogs all three at once.
5. Rewritten copy — the 5 weakest pages
For each page: the current hero next to a rewritten version that fixes every failed check. Yellow marks are [placeholders]: fill in your real numbers — invented numbers damage trust more than no numbers.
1. /contact2 / 12 — weakest page
Now
Would you like to receive a quote, place an order or do you have a specific question about our packaging solutions?
(19 words, starts with "Would you like")
Submit
Proposed
Need a quote or advice? You'll hear back within [24 hours].
Tell us briefly what you ship — one of our specialists reviews your request personally and sends a tailored proposal. No strings attached.
Send my request
No obligations · reply within [24 hours]
★★★★★ [4.8/5 on Google — 120 reviews]
Why: "Submit" is a generic verb carrying zero value (Unbounce tests: value-driven button copy lifts conversions up to 68%; first-person copy +90% click-through). A concrete response time is the strongest conversion lever on a contact page — it answers the visitor's only real question: "what happens when I send this?"
2. / (homepage)3 / 12
Now
Your packaging partner
We are a company that combines innovation with more than 25 years of experience. At BoxWise you always get the best personal service…
CTA hidden under the cookie banner
Proposed
Pack smarter, spend less — with advice from specialists who've thought along for 25 years.
Packaging materials and machines for [SMEs, webshops and manufacturers]. Honest advice, [24–48h delivery], solutions built around your products.
[X,000] products shipped from stock
Free packaging advice, also on site
Personal contact — you talk to the specialists themselves
Get my free advice
No obligations · reply within 1 business day
★★★★★ [4.8/5] · trusted by [500+] businesses
Why: "Your packaging partner" describes the company; the new headline describes what the customer gains (NN/g: visitors read ±28% of the words and weight the first 2 words of a heading most). Keep the founders photo — it's the differentiator versus the anonymous competitors — but have them face the headline/button, and place the button above the fold, clear of the cookie banner.
3. /packaging-materials3 / 12
Now
Packaging: a total solution for your business
"Always the sharpest prices" (unproven) · hero photo: generic stock image · no button
Proposed
All your packaging in one place — for webshops, manufacturing and logistics.
Boxes, tape, film, void fill and sustainable alternatives: [X,000] products, [24–48h delivery]. Unsure about size or grade? We advise for free.
Browse the range
Or request a quote directly — no obligations
Why: the most important category page currently has no audience, no numbers, no button, and a stock photo that sells nothing. Replace it with your own warehouse/product photos — eyetracking shows decorative stock photos are simply ignored (Nielsen Norman Group, 2010). Only keep "sharpest prices" if you can prove it.
🔒
Rewrites 4 and 5 (/about-us and /sustainable-packaging) are included in the full report — same before/after format, same evidence-backed reasoning, ready to paste into your CMS.
6. Recommended order (impact × effort)
Shrink the cookie banner to a slim bottom bar. One plugin setting, improves all 12 pages at once. (15 minutes)
Replace "Submit" on the contact page with "Send my request" + "reply within 24 hours" next to it. (30 minutes)
Social proof in the template: Google rating + review count above the fold on every page. (half an hour — if reviews exist; if not: ask 10 customers first)
A hero button on every page: one dominant CTA per category page ("Browse the range" / "Request a quote"). (1–2 hours)
Implement the rewritten heroes from chapter 5, starting with the homepage and contact page. (1 day, incl. collecting real numbers)
Photos: founders facing the message; stock photo replaced by your own warehouse imagery. (next photo shoot)
Expected effect: items 1–4 together are less than a day of work and fix the four problems that repeat on every single page. In comparable B2B projects, the difference between "no visible CTA + no proof" and "one clear button + concrete proof" is the difference between a brochure and a sales channel.
Appendix: method & sources
Every page is captured at 1440×900 on a first visit — cookie banner included, exactly as a new visitor sees it — and graded against a 12-point rubric with cited evidence per check. The rubric draws on foundational, replicated conversion research (1923–2025):