About this tool

A real estate website isn’t judged on how it looks. It’s judged on whether a stranger can tell, in about five seconds, that they’re in the right place — and most agent sites fail that while looking considerably more expensive than the ones that pass.

This one writes the message rather than only grading it. You draft a headline, the line underneath, and the one thing you want someone to do, and it assembles above the fold as you type so you can see what a visitor actually sees.

Six checks run live on what you write. Is it short enough to be read. Does your area appear anywhere in it. Does your niche. Are you talking about the visitor or about yourself — most agent homepages read like a résumé, and the tool counts. And a stock phrasing check against the forty-odd phrases that appear on thousands of agent sites: “your trusted partner,” “above and beyond,” “dream home,” “every step of the way.” They aren’t wrong. They’re invisible, because a visitor has read them a hundred times.

It also catches a mismatch nobody notices in their own site: when the site’s job and its button disagree. If you built it to establish local authority and the only call to action asks people to search homes, visitors will follow the button — not your intention.

The output is copy you can paste straight onto the page, plus what’s missing above the fold and which questions the page leaves unanswered.

Third of three Brand Edge tools. The Recognition Channel Audit checks whether your channels agree with each other. The First Impression Scorecard measures what a stranger concludes. This one fixes the words.

Part of the Brand Edge™. Free, no signup, nothing saved.