Your landing page’s weakest score is Information hierarchy.
How Trust & Will ranks
- 1.
Trust & Will78
- 2.
Vanilla74
- 3.
GoodTrust66
- 4.
Sava62
- 5.
Wealth.com62
78Growth scoreupdated
category scores
category scoresShowHide
Information hierarchy
72FairDoes the design help or inhibit what the page is trying to say?
123- Header navigation row — Nine clickable exits (Estate Plans, For Professionals, Services, Learn, Contact Us, Log In, EN) compete with the fold's single conversion before the visitor reads the headline.
- Continue with links — Two same-weight underlined text links ('Continue with Trust' / 'Continue with Will') sit directly under the primary CTA and split the click decision three ways.
- Quiz: Find Trust & Will's Plan — A second blue pill in the nav duplicates the hero CTA at equal visual weight, fragmenting attention between two identical actions.
Value props
74FairTitle, subtitle, hero — do they sell the product's true value?
Trust & Will’s headline undersells
Make your estate plan and make it count.
Create your will or trust with the platform built to evolve, protecting your loved ones today, tomorrow, and beyond.
Working
- Names real artifacts: will, trust
- Emotional hook: protecting loved ones
- Hero shows product doing the job
Could improve
- Pun headline hides the payoff
- No price or time-to-complete
- No customer-count proof point
Trust
76FairProof that the product is real, competent, and safe to try.
How Trust & Will compares
Trust read
CTA
78FairCopy, size, verb, cost-feel — does the primary CTA earn the click?
How Trust & Will compares
Recommended rewrites
Mobile web
88StrongThe phone experience as a first-class citizen.
What works
What to improve