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WEBSITE MESSAGING AUDIT
Acme Precision Manufacturing
What's in this audit
This audit evaluates your website messaging across four key areas. Click any section below to dive deeper.
Top priorities
This isn't a report to file away. Below are the specific changes that will have the most impact on converting visitors into customers. Start with #1 and work down.
Rewrite your homepage headline with a specific outcome
🟢easyReplace 'Precision Manufacturing Solutions' with something only you can say. Lead with the result your customers get, not your capability.
Copy-paste fixes (3 options):
❌ CURRENT
Precision Manufacturing Solutions
Homepage headline
✓ SUGGESTED
Medical-grade precision for device manufacturers who can't afford defects
Generic headline that every competitor uses
❌ CURRENT
Precision Manufacturing Solutions
Homepage headline
✓ SUGGESTED
47 machinists. 12-year average tenure. Precision that compounds.
Doesn't specify who you serve or why you're different
❌ CURRENT
Precision Manufacturing Solutions
Homepage headline
✓ SUGGESTED
When your parts need to pass inspection the first time
Focuses on capability, not outcome
10 headlines you could use today
"Precision machining for medical devices that can't fail"
Leads with outcome (can't fail) + specific audience (medical devices)
"When your parts need to pass inspection the first time"
Opens with the problem, implies you solve it
"Medical-grade precision. 0.02% defect rate."
Specific audience + proof in one line
"The machine shop that becomes part of your team"
Differentiates on partnership/relationship, not just capability
"47 machinists. 12-year average tenure. Precision that compounds."
Uses your hidden differentiator (tenure) as the lead
"Precision parts for engineers who are tired of quality surprises"
Names the frustration, positions you as the solution
"We make the parts that keep devices inside patients working"
Stakes-based, memorable, specific to medical
"ISO 13485 certified. 99.7% on-time. Zero excuses."
Proof-forward, implies accountability
"Precision manufacturing for companies that can't afford a redo"
Stakes-forward, speaks to their real concern
"Ask your competitors who machines their hardest parts"
Bold confidence, invites verification, memorable
Add proof at the top of your homepage
🟢easy↓ See copy you can useMove your ISO certification badge and one client testimonial to the top of your homepage (before visitors scroll). They need to trust you before they'll read further.
Copy-paste fixes (2 options):
❌ CURRENT
[certifications in footer only]
Homepage - add above fold
✓ SUGGESTED
ISO 13485 certified · 99.7% on-time delivery · Trusted by Medtronic, Boston Scientific, and 47 other device manufacturers
Trust signals are hidden below the fold
❌ CURRENT
[no social proof visible]
Homepage - add testimonial strip
✓ SUGGESTED
"They've machined 2.3M parts for us. Zero recalls." - VP Engineering, Medtronic
Visitors can't quickly verify your claims
Here's a credibility strip structure (a horizontal bar of proof points). Fill in the brackets with your real data:
<div class="trust-bar"> <span>[Your primary certification, e.g., ISO 13485]</span> <span>·</span> <span>[Your strongest stat, e.g., XX% on-time delivery]</span> <span>·</span> <span>[Social proof, e.g., Trusted by XX companies in your industry]</span> </div>
Plus, add this testimonial
"[Pick your strongest customer quote - one that mentions a specific result or problem you solved. If you don't have one, ask your best customer for a 2-sentence testimonial.]"
- [Title], [Company name]
Define your ideal customer explicitly
🟡medium↓ See copy you can use'Industrial clients' is too broad. Name the specific type of company, size, and situation where you're the obvious choice.
Copy-paste fixes (2 options):
❌ CURRENT
We serve aerospace, automotive, medical, and more
Homepage
✓ SUGGESTED
Precision machining for FDA-regulated medical devices. 85% of our work is for device manufacturers who need tight tolerances and documented compliance.
Serving everyone means connecting with no one
❌ CURRENT
industrial clients
About page
✓ SUGGESTED
medical device companies at $5M-50M who need ISO 13485 compliance
Vague audience naming
Based on your testimonials and client list, here's a draft ideal customer profile. Refine each field to match your reality:
Company type
[Based on your testimonials: most seem to be medical device manufacturers - is that accurate? What type specifically?]
Size & structure
[What's the typical revenue range and employee count of your best customers?]
Their situation
[What problem or situation triggers them to look for you? What pain brought your best customers to you?]
Why they need you
[Why do they choose YOU over competitors? What do they value most?]
Homepage copy that speaks to this customer
[Once you fill in the above, I can help you write homepage copy that speaks directly to this customer. For now, here's a template:] We [what you do] for [your ideal customer type] who [their situation/pain]. If you're [qualifying criteria], we should talk.
Create a 'Why us' section with real differentiators
🟡medium↓ See copy you can useNot 'quality' or 'service' - what would make your competitors say 'how the hell do they do that?'
Copy-paste fixes (3 options):
❌ CURRENT
committed to quality
Homepage
✓ SUGGESTED
Last year: 847,000 parts shipped. 12 rejected. That's a 0.001% defect rate.
Every competitor says this exact phrase
❌ CURRENT
trusted partner
Homepage
✓ SUGGESTED
47 machinists. Average tenure: 12 years. When you need parts right the first time, that experience matters.
Meaningless without proof
❌ CURRENT
excellent customer service
Services page
✓ SUGGESTED
When your prototype needs to ship Friday, call Mike directly. 6am-10pm.
Generic claim with no specifics
We found this on your About page: 'Our average machinist has been with us 12 years.' That's a real differentiator - most shops have high turnover. Here's how to turn hidden proof points like this into a 'Why Us' section:
[X] machinists. [X]-year average tenure.
[Fill in your real numbers. Then explain why it matters to customers.]
We found the tenure stat buried on your About page. Move it to homepage.
[Your response time or accessibility claim]
[How do you handle urgent requests? Name a real person if possible.]
Template: 'When your prototype needs to ship Friday, call [Name] directly.'
[Your quality metric]
[Defect rate, rejection rate, first-pass yield - whatever you track]
Template: 'Last year: [X] parts shipped. [X] rejected. That's [X]% defect rate.'
[Your industry expertise]
[What % of your work is in your core industry? What do you know that generalists don't?]
Template: '[X]% of our work is for [industry]. We know [specific insider knowledge].'
Develop 2 case studies with specific results
🟡medium↓ See copy you can useInclude the problem, your approach, and measurable outcomes. 'Reduced defect rate from 2.3% to 0.1%' beats 'delivered quality parts.'
Copy-paste fixes (1 option):
❌ CURRENT
[no case studies present]
New case study page
✓ SUGGESTED
How Boston Scientific reduced part defects by 73% after switching to us
Missing the most effective B2B trust builder
Here's a case study template. Fill in the bracketed sections with actual data from one of your medical device customers:
Title
How [Client Name] reduced defects by [X]% with precision machining
The challenge
[Client Name] was struggling with [specific problem: parts failing inspection / supplier missing deadlines / compliance documentation gaps]. Their previous vendor [specific failure]. With [stakes: FDA audit coming / product launch at risk / patient safety concerns], they needed a partner who could [specific need].
Our approach
We started by [specific first step]. Our team [key differentiating action]. Within [timeframe], we [milestone achieved].
Results
- [X]% reduction in defect rate (from [old] to [new])
- [X] parts delivered over [timeframe]
- [X]% on-time delivery rate
- [Specific outcome: passed FDA audit / hit launch date / etc.]
"[Client quote about specific result or experience]" - [Name], [Title], [Company]
Rewrite your buttons with specific next steps
🟢easy↓ See copy you can useChange 'Contact Us' to 'Get a quote in 24 hours' or 'Request sample parts.' Tell them exactly what happens when they click.
Copy-paste fixes (2 options):
❌ CURRENT
Contact Us
All pages - primary button
✓ SUGGESTED
Get a quote in 24 hours →
Vague CTA with no expectation set
❌ CURRENT
Contact Us
Services pages
✓ SUGGESTED
Request sample parts → (low commitment alternative)
Only high-commitment option available
Replace your 'Contact Us' buttons with these specific, action-oriented alternatives:
PRIMARY BUTTONS (high commitment)
Get a quote in 24 hours →
Sets clear expectation, removes uncertainty
Request sample parts →
Low-commitment, lets them evaluate your work
See if we're a fit →
Conversational, acknowledges they're evaluating options
SECONDARY BUTTONS (low commitment)
See how we've helped companies like yours →
Leads to case studies, builds trust first
Download our capabilities overview →
Low-commitment, captures email for follow-up
Take a virtual facility tour →
Shows transparency, builds trust
Add industry-specific landing pages
🔴hard↓ See copy you can useCreate dedicated pages for aerospace, medical, and automotive with tailored messaging for each vertical.
Copy-paste fixes (1 option):
❌ CURRENT
[single generic services page]
New page needed
✓ SUGGESTED
Dedicated /medical-devices page with FDA language, compliance focus, and medical-specific case studies
Can't speak directly to specific industry pain points
Surface your best project photos on homepage
🟢easy↓ See copy you can useYour project pages have specific machinery shots. Move 3-4 of the most impressive to your homepage hero or a 'Recent work' section.
Copy-paste fixes (1 option):
❌ CURRENT
[stock imagery on homepage]
Homepage hero section
✓ SUGGESTED
Use the precision part photos from your Projects page in a homepage gallery
Generic photos don't build trust
Add a 'How we work' process section
🟡medium↓ See copy you can useWalk prospects through your process from quote to delivery. Reduces anxiety about what happens after they click 'Contact.'
Copy-paste fixes (1 option):
❌ CURRENT
[no process explanation]
Homepage - add section
✓ SUGGESTED
Step 1: Send your specs → Step 2: Quote in 24 hours → Step 3: Approval → Step 4: Production → Step 5: Delivery with documentation
Visitors don't know what to expect
Create a pricing guidance page
🟡medium↓ See copy you can useYou don't need to list prices. Just explain how pricing works, what affects cost, and what to expect. This filters tire-kickers and builds trust.
Copy-paste fixes (1 option):
❌ CURRENT
[no pricing information]
New pricing page
✓ SUGGESTED
Pricing depends on: material, tolerances, quantity, lead time. Typical projects range from $X-$Y. Get a quote in 24 hours.
Prospects wonder if they can afford you, leave without asking
Where you stand
A note on scoring: A perfect 10 is nearly theoretical - it would mean flawless messaging with zero room for improvement. That's not the goal. These scores are a prioritization rubric to show where changes will have the most impact. Focus on the lowest scores first.
Click any card to see exactly how the score was calculated, what we found on your site, and specific copy you can use.
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