LYTMS
Your page claims performance obsession but never names a single customer who felt it.
“where the world checks out | Payments move money. High-performance payments move your business forward. It's why we obsess over every basis point....”
Replace the headline with the specific performance claim that actually differentiates Checkout.com — global scale, basis-point acceptance optimization, or modular enterprise infrastructure. The pun can live in brand campaigns; the homepage needs to answer 'why switch from Stripe or Adyen' in the first five seconds.
Get the ship-ready rewrite →The headline is a brand pun that says nothing about what the product does, who it's for, or why it outperforms alternatives. The subheadline circles back to the same pun before landing on 'businesses you love' — a consumer-facing phrase...
Not five scoring areas. Five questions, asked in sequence. The page is judged on how many it answers before the visitor gives up.
The page claims performance as its core position but never tells the buyer what makes Checkout.com's performance different from Adyen's or Stripe's — both of whom use identical language.
▸ Read the full takeCollapse"High-performance payments," "obsess over every basis point," "push performance forward at enterprise scale" are phrases any of the five named competitors could publish tomorrow without changing a word. The two acceptance rate figures — 4.15% uplift and 6% improvement — are the only numbers that could anchor a real differentiation claim, but neither is attributed to a named customer, a named product, or a named baseline, so they read as marketing assertions rather than proof. The move: attach each stat to a named customer and a named mechanism ("Intelligent Acceptance lifted acceptance rates 6% for [customer] by doing X"), then pull that into the hero subheadline, where it replaces the generic performance language with a claim no competitor can copy.
The page has five distinct product categories — Connect, Move, Boost, Protect, Manage — but the hero doesn't tell the buyer which one to care about first, or why.
▸ Read the full takeCollapseAn enterprise payments buyer landing on this page is immediately asked to self-select across a modular architecture they may not recognize, before the page has established why Checkout.com is the right vendor at all. The modular selector is a product-navigation tool, not a conversion surface; it answers "what can I buy" before it answers "why buy from you." The structural fix is to separate the positioning layer from the product-navigation layer: the first half of the page earns the vendor relationship (named proof, a specific performance claim, a named category frame), and the modular selector appears only after that case has been made.
The only CTA on the page is "Get in touch" — once, in the hero.
▸ Read the full take“Position: mid-page (pricing / features). Status: CTA could not be clicked. URL reached: n/a.”
“where the world checks out | Payments move money. High-performance payments move your business forward. It's why we obsess over every basis point. And why businesses you love check out with Checkout.com.”
“The page surfaces three performance metrics (4.15% uplift, 6% improvement, 200% growth) and a scrolling customer case study carousel, but no metric is tied to a named customer in the visible page content. The Forrester badge sits next to numbers that belong to nobody.”
Every finding named, quoted, and paired with the rewrite — that’s how Lytms reads a page. Run it on your own site to see all of yours, free.
Hero value, conversion-killing sentences, cliché density, awareness fit, buyer-language gap, competitive differentiation.
Call-to-action clarity, visual weight, offer strength, form friction, CTA-to-page match.
A live feed of what the category is moving toward, with a drafted response for the moves worth responding to.
Pick one competitor on Pro. Same scoring this page is held to. Same-day alert when they ship a homepage change.
Mine reviews, transcripts, support, social. Ranked, attributed, matched against the homepage.
Accept, edit, ship. An action queue tied to a CMS or copied straight to clipboard.
Lytms reads any B2B homepage the same way — verdict, five scores, every line that costs the visit. Free to run. Full report and drafted rewrites on Pro.
An enterprise buyer who scrolls through the case study carousel, the $300BN stat, the AI feature callout, and the blog grid has no second opportunity to act, and no escalating reason to act now. "Get in touch" is also the softest possible ask: it implies a long sales cycle with no clear next step, which is appropriate for a $500K ACV deal but creates no urgency for a buyer who is still evaluating. Add a second CTA surface after the case study section — positioned as the natural next step after seeing proof — and differentiate the label: the first CTA can stay exploratory ("Talk to us"), but the second should be conditional on what the buyer just read ("See how we'd improve your acceptance rate").
The social proof on the page is structurally inverted.
▸ Read the full takeCollapseThe Forrester Leader badge and the $300BN volume figure appear in the hero, but the customer case studies — the named proof that would make a skeptical buyer believe the performance claims — are buried in a scrolling carousel near the bottom. Enterprise buyers evaluate vendors by reading about companies like themselves; the carousel is the most persuasive element on the page and it's the last thing most visitors reach. Pull one named case study — with a specific outcome, a specific product, and a quote from a named person — into the second section of the page, directly after the hero, before the product selector. The logos and the Forrester badge establish credibility; the named case study converts it into trust.