Free tool
Is your website actually saying anything? Paste a URL. We’ll show you the words your homepage shares with every other homepage.
There are a few hundred words that mean nothing on a business website. Most homepages use them anyway. Buyers scroll. This tool checks for them and stamps your page a score out of 10.
What a stranger reads in 10 secondsfine
If this isn’t what you sell, the page is leaking. If it is, the page is doing its job.
What we found
Want a hand fixing this? We rewrite homepages around what you actually do, who buys it, and why this week.
Talk to PlainBlack →What we read
Now what.
The score caught the stock phrases. The score didn’t catch whether your page actually names who buys your thing and why this week. Three moves before you rewrite a single line.
Write the one sentence first. On paper. Before you touch the page.
Who specifically buys this, what they get, why this week. 28 words. If you can’t do it without reaching for transform, solutions, or elevate, the homepage rewrite will leak in the same places.
Cut the warm-up paragraph.
First paragraph on most homepages is the writer warming up. The real claim shows up in paragraph two. If a stranger could close the tab after the second paragraph and know what you sell and who it’s for, paragraph one was buying you nothing.
Test it on someone outside the room.
Send the page to a friend in a different industry. Don’t prep them. Ask one question: after ten seconds, what does this business do, and who is it for?
If they can’t answer, the page is leaking regardless of what we scored. If they can, the page is doing the job — go ship.
Why this exists
Filler is the leak after the click.
SEO gets people there. The page has to keep them. A homepage that ChatGPT wrote, that an SEO tool blessed, that hits every keyword on the brief, can still send a buyer straight back to Google. The words tick the boxes. They just don’t say anything.
Keyword stuffing, AI slop, and agency phrasing all share the same tell: they read fine and mean nothing. A visitor lands, scans for the one specific thing about what you do, who buys it, and why this week, doesn’t find it, and leaves. The traffic was real. The page leaked.
This tool checks the second half. Not whether you’re findable. Whether the page actually says something specific once a person arrives.
Or look at something else
Why Isn’t This Working?
The marketing-triage tool. Tell it what you tried, get the likely broken bit before you spend more.
Run the triage →Build Map
Self-quoting tool. Shape a project to your budget. No follow-up email, no “book a call” trap.
Map a build →The blog
Build logs and diagnostic rants. Honest about what landed and what flopped.
Read the blog →