EXAMPLE TEARDOWN
Homepage of a European maker of benchtop fermenters and lab pumps.
A bioprocess or microbiology researcher, or a lab manager, comparing benchtop fermenters and pumps on reliability and price.
This company has better proof than most of its size, and hides almost all of it. The page leads with adjectives and saves the evidence for the bottom, half of it in French and Spanish.
Fix 1
One of their pumps flew on a space mission, and a university customer ran their pumps continuously for well over a year. Both facts sit on the page, one as a small banner, the other as an untranslated quote halfway down. Either is a stronger headline than anything above the fold.
Fix 2
Products are described as high quality, innovative and reasonably priced. None of it means anything to a buyer. The numbers do: working volume, dosing range, footprint in centimetres. Put them in the first line of every product card.
Fix 3
A German subtitle appears on the English page and most testimonials are untranslated. Translate them and keep the institution names, which are the trust signals. The only call to action is a contact form at the bottom; add a Request a quote button to every product card.
Before
Innovative, high quality lab instruments with an excellent price to performance ratio.
After