7
Principles
32
Passing (45 checks)
13
Issues Found
cnn.com has a solid foundation of trust but 1 area is holding the score back. That puts you above the Media & Publishing average of 63. Visitors may hesitate before taking action. Fixing the priority issues below could meaningfully increase conversions.
Principle Breakdown
How your site performs across all 7 trust-based principles
P1
Authenticity Over Persuasion
P2
Problem-Focused, Not Solution-Pushing
P3
Remove Pressure Tactics
P4
Build Trust Before Asking
P5
Transparency
P6
Two-Way Conversation
P7
Qualify, Don't Convince
What You're Doing Right
These principles are strong — protect them as you make changes elsewhere.
Principle 1
Authenticity Over Persuasion
70
/ 100
Principle 4
Build Trust Before Asking
76
/ 100
Principle 5
Transparency
100
/ 100
Principle 7
Qualify, Don't Convince
70
/ 100
Your Action Plan
Ranked by impact-to-effort ratio — your #1 priority fix is shown below.
Claims are specific, not inflated
Replace every unsupported superlative with a specific, verifiable proof point
potential
No urgency manipulation
Remove all time-pressure language and let the quality of your offer create natural desire
potential
Specific results or social proof numbers
Add at least one specific, verifiable number to your copy — clients helped, results achieved, years active
potential
Uses questions to engage, not just statements
Weave at least 2-3 direct questions into your copy that speak to your client's situation
potential
Explicitly names who you help and their problem
Add a clear one-sentence statement of exactly who you serve and what problem you solve
potential
CTAs use invitation language
Rewrite every CTA as an invitation rather than a demand
potential
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This report is bookmarkable and available until June 27, 2026.