NormalYC S25 landing page report.
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Normalhttps://www.normalfactory.com/

Your landing page’s weakest score is Trust.

How Normal ranks

  1. 1.Generalist AI67
  2. 2.World Labs58
  3. 3.Physical Intelligence56
  4. 4.Normal53
  5. 5.Skild AI50
Fix Trust
53Growth scoreupdated

category scores

Trust38CTA44Mobile web58Information hierarchy62Value props62
category scoresShowHide
Trust38CTA44Mobile web58Information hierarchy62Value props62

Score over time

80706050403020Physical Intelligence 56 on Jul 24 (Live)Skild AI 50 on Jul 24 (Live)World Labs 52 on Apr 19 (Wayback)World Labs 52 on May 4 (Wayback)World Labs 31 on May 22 (Wayback)World Labs 51 on Jun 16 (Wayback)World Labs 58 on Sep 21 (Live)Generalist AI 66 on Jun 12 (Wayback)Generalist AI 66 on Jun 30 (Wayback)Generalist AI 66 on Jul 16 (Wayback)Generalist AI 69 on Aug 6 (Wayback)Generalist AI 68 on Aug 20 (Wayback)Generalist AI 70 on Sep 8 (Wayback)Generalist AI 67 on Sep 20 (Live)Normal 60 on May 11 (Wayback)Normal 59 on May 18 (Wayback)Normal 53 on Sep 22 (Live)May 11May 18Sep 22
Past reportsShow past reportsHide past reports
  1. Sep 22, 202653LiveOverall −6 · Mobile web +16 · Information hierarchy −14Viewing
  2. May 18, 202659Overall −1 · Mobile web −6 · Information hierarchy +2View →
  3. May 11, 202660First tracked report — strongest Value props 76, weakest Trust 42View →

Trust

38Poor

Proof that the product is real, competent, and safe to try.

Generalist AI
Physical Intelligence
World Labs
Trust read
NormalNo visible trust signal identified.
Physical IntelligenceDated research timeline, e.g. "π0.7: a Steerable Model with Emergent Capabilities — April 16, 2026"
Skild AINo visible trust signal identified.
World Labs"CLICK TO EXPLORE" interactive world demo in the mobile hero
Generalist AI"All videos 1x speed, fully autonomous" caption over real robot demo footage

CTA

44Poor

Copy, size, verb, cost-feel — does the primary CTA earn the click?

I want to help bring the future faster
Normal
World Labs
Generalist AI

Problems

  • no button or in-product action
  • CTA is a tiny footer text link
  • no action verb, 7 words
  • targets hiring, not buyers

Mobile web

58Fair

The phone experience as a first-class citizen.

Mobile web annotations on the mobile capture123
  1. Bottom text-link CTA — The only CTA is a small text link buried at the page bottom, not a thumb-sized button.
  2. Uncollapsed nav row — Full desktop link row (Home / Research / Leaderboard) is kept instead of a hamburger, crowding the header on narrow screens.
  3. Dashed wordmark graphic — A tall decorative wordmark occupies the mid-page scroll and pushes the sole CTA far below the fold.

Information hierarchy

62Fair

Does the design help or inhibit what the page is trying to say?

Information hierarchy annotations on the desktop capture123
  1. Footer CTA strip — Both conversion paths are plain equal-weight text pinned to the bottom edge, invisible to a one-second scan.
  2. Research engineer link — Second CTA at identical weight next to the hiring tag splits the single action into two ambiguous choices.
  3. Underlined robots link — The only interactive-looking element in the hero is a word link that exits the value prop mid-sentence.

Value props

62Fair

Title, subtitle, hero — do they sell the product's true value?

Normal’s headline undersellsNormal is an applied research lab for hardware design.We advance frontier AI capabilities for those building robots with data and evals.

Working

  • Plain identity statement, zero buzzwords
  • Rotating noun signals hardware verticals
  • Names the audience: hardware builders

Could improve

  • No outcome or benefit for the buyer
  • Zero numbers or proof in the fold
  • Hero art decorates, shows no product

Competitors

inferred from product, audience, and value prop
#1Generalist AIgeneralistai.com67 #2World Labsworldlabs.ai58 #3Physical Intelligencephysicalintelligence.company56
#4Normal53
#5Skild AIskild.ai50