The short answer
What 11,000 scored homepages actually show, and the one criterion that drags nearly all of them down.
We scored 11,011 coaching homepages out of 10. The average came in at 4.5.
That is not a story about lazy coaches. Every one of those sites was built by somebody who knows their subject.
Where the marks go
The scoring splits into eight checks. Most sites lose the same one first: whether a stranger understands what you do inside five seconds.
83% fail that check.
Why the same gap keeps appearing
A coach writes their homepage from the inside, in the words they use with other coaches. Their buyer is not a coach.
Questions coaches ask about this
What does the five-second test actually measure?
Whether a stranger can say what you do and who you do it for, from your homepage alone, in five seconds. 83% of the 10,954 sites we scored could not pass it.
Is a low score a problem with my coaching?
No. The scoring only reads your homepage. It says nothing about how good you are in the room, and the two are not related.
Why does the average sit at 4.5 and not lower?
Most sites do the basics. They load, they use HTTPS, they have a contact route. The marks are lost on clarity and on whose language the page is written in.