Good

·Grade C

Analyzed March 19, 2026·Expires April 18, 2026

Above E-commerce / Retail avg (58)

Top 42% in E-commerce / Retail

Principles

Passing (42 checks)

Issues Found

amazon.com is sending mixed trust signals. With 3 areas underperforming, a meaningful share of visitors are likely leaving without engaging. That puts you above the E-commerce / Retail average of 58. The fixes below are high-leverage and addressable quickly.

Principle Breakdown

How your site performs across all 7 trust-based principles

Excellent

Authenticity Over Persuasion

Avoids corporate buzzwords

Uses first-person voice

Introduces founder or team member

Acknowledges client pain before pitching

Claims are specific, not inflated

Needs Work

Problem-Focused, Not Solution-Pushing

Hero section leads with problem or outcome

Pain language present in copy

Uses questions to engage, not just statements

Explicitly names who you help and their problem

Educational content available

Critical

Remove Pressure Tactics

No urgency manipulation

No artificial scarcity

No countdown timers

CTAs use invitation language

Needs Work

Build Trust Before Asking

Credentials or qualifications shown

Years in business or experience stated

Media mentions or press coverage

Specific results or social proof numbers

Testimonials or client reviews

Risk reversal (guarantee, cancel anytime, or refund policy)

Low-risk or free entry point offered

Testimonials include name, title, or company

Third-party review platform present (Trustpilot, G2, Clutch, etc.)

Case study or client results page

Video testimonial or social proof video

Excellent

Transparency

Pricing visible or pricing page linked

Phone number or direct contact visible

Footer contains company information

Social profiles linked

Physical location or service area stated

Good

Two-Way Conversation

Contact form available

Phone or email contact visible

Booking or calendar link available

FAQ or Q&A section present

Email address directly visible

Live chat or messaging widget

Excellent

Qualify, Don't Convince

States who this is for (ideal client criteria)

States who this is NOT for

Uses "discovery" or "fit" framing for calls

Form or booking process to screen enquiries

Qualification language invites self-selection

What You're Doing Right

These principles are strong — protect them as you make changes elsewhere.

Principle 1

Authenticity Over Persuasion

/ 100

Principle 5

Transparency

/ 100

Principle 6

Two-Way Conversation

/ 100

Principle 7

Qualify, Don't Convince

/ 100

Your Action Plan

Ranked by impact-to-effort ratio — your #1 priority fix is shown below.

Quick WinP2#1 Priority

Hero section leads with problem or outcome

Open your hero with the problem your ideal client wakes up thinking about, or a concrete outcome they want

+4.5pts

potential

Quick WinP3

No urgency manipulation

Remove all time-pressure language and let the quality of your offer create natural desire

+4.5pts

potential

Quick WinP4

Specific results or social proof numbers

Add at least one specific, verifiable number to your copy — clients helped, results achieved, years active

+3.3pts

potential

Quick WinP2

Uses questions to engage, not just statements

Weave at least 2-3 direct questions into your copy that speak to your client's situation

+3pts

potential

Quick WinP3

CTAs use invitation language

Rewrite every CTA as an invitation rather than a demand

+3pts

potential

Quick WinP5

Footer contains company information

Fill your footer with company name, copyright year, key page links, contact info, and legal links

+3pts

potential

15 more fixes identified

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This report is bookmarkable and available until April 18, 2026.