rezi.com

A first-time visitor can state precisely what the product does within the first screenful of content, in the product's own terms, with no ambiguity.

The intended customer is unmistakable within the first screenful of content, named specifically enough that a visitor can immediately self-identify as in or out of the target audience.

Exactly one primary call-to-action is immediately visible, clearly labeled, and unambiguous about what happens next.

A distinguishing angle is named (e.g. a specific feature, workflow, or approach) but its significance or advantage over alternatives is not explained.

Multiple forms of trust signal are present (e.g. logos plus a testimonial, or numbers plus documentation), though the evidence could be more specific or prominent.

Freemium / free trial — reported as a category, not part of the score.