Diagnostic report
5 Pillar Website Audit
Weareoriginate — a criterion-by-criterion diagnostic of https://weareoriginate.com against the 5 Pillar Fundamentals scheme: five pillars, twenty points each, scored out of 100.
ClientWeareoriginateWebsitehttps://weareoriginate.comAudit datePages crawled9
Overall score 95/100 — Strong
Human Connection
19/20Full detail below.Communication
20/20Full detail below.Strategic Positioning
19/20Full detail below.User Experience
20/20Full detail below.Design Quality
17/20Full detail below.Section 01
95/100Executive summary
Where Weareoriginate stands today, and what matters most.
The result
Originate is an exceptionally well-executed site that successfully bridges the gap between technical performance and human-centric storytelling. Its strongest pillar is Strategic Positioning, driven by a clear, disruptive UVP, while the weakest area is the lack of formal third-party trust badges. The site is a rare example of high-performance technical UX combined with a compelling, authentic brand voice.
Strongest pillarCommunication — 20/20
Weakest pillarDesign Quality — 17/20
Human ConnectionCriterion-by-criterion findings19/20
1A
Above-Fold First Impression
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 1.1 | Headline addresses visitor problem or desire, not company intro | PASS | Headline identifies the visitor's nagging problem with their current website. |
| 1.2 | Sub-headline expands with specific context | PASS | Sub-headline provides specific context regarding the 5 Pillar framework and the diagnostic service. |
| 1.3 | Above-fold creates immediate emotional relevance | PASS | The copy taps into the specific emotional frustration of owning a broken, unmanageable website. |
| 1.4 | Hero image shows real people or relevant context | PASS | Hero imagery shows real people in a collaborative, professional context. |
| 1.5 | Above-fold includes clear next step CTA | PASS | Clear, high-contrast CTA 'Diagnose your site' is present above the fold. |
1B
Human Presence & Authenticity
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 1.6 | Real team members shown with names/photos/bios | PASS | Founder Aaron Kennedy is named and profiled with a bio. |
| 1.7 | Founder or owner story present | PASS | The 'Our Story' page provides a clear founder narrative and motivation. |
| 1.8 | Voice sounds like a real person not a committee | PASS | The voice is distinct, opinionated, and avoids corporate jargon. |
| 1.9 | Content includes specific insider details | PASS | Content includes specific insider details about the 9,565 sites scored and the 'post-CMS' methodology. |
| 1.10 | Brand photography or original visuals used | PASS | Imagery is original and self-hosted, avoiding stock libraries. |
1C
Social Proof & Trust
4/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 1.11 | Testimonials present with real names | PASS | Named testimonials are present in the signals. |
| 1.12 | Testimonials include context (role/company/situation) | PASS | Testimonials are linked to specific client projects and outcomes. |
| 1.13 | Case studies or specific results shown | PASS | The leaderboard and client list provide specific evidence of results and work. |
| 1.14 | Trust badges accreditations or certifications displayed | FAIL | No formal third-party trust badges or accreditations are displayed. |
| 1.15 | Proof points like clients served or years in business | PASS | Proof points include 20 years of experience and 9,565 sites scored. |
1D
Empathy & Understanding
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 1.16 | Content acknowledges visitor frustration or challenge | PASS | Content explicitly addresses the frustration of CMS dashboards and slow load times. |
| 1.17 | Language mirrors how audience talks about their problem | PASS | Language mirrors the pain points of business owners struggling with technical debt. |
| 1.18 | Content shows understanding of decision-making process | PASS | Content addresses the decision-making process by offering a free diagnostic before a paid engagement. |
| 1.19 | FAQ or objection-handling content present | PASS | FAQ-style content is present with 19 questions addressed. |
| 1.20 | Content acknowledges alternatives honestly | PASS | The site honestly discusses alternatives like traditional agencies and DIY CMS builds. |
Pillar summary
CommunicationCriterion-by-criterion findings20/20
2A
Core Message Clarity
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 2.1 | What the business does is clear within 5 seconds | PASS | The 'Post-CMS website agency' descriptor clearly defines the business model. |
| 2.2 | Who the business serves is explicit | PASS | The focus is clearly on small-business owners/founders. |
| 2.3 | Primary benefit stated not just features | PASS | Benefits are framed as 'no dashboard', 'fast loading', and 'updates by message'. |
| 2.4 | One clear core message per page | PASS | Each page maintains a singular focus on the diagnostic or the Foundations service. |
| 2.5 | Homepage messaging aligns with inner pages | PASS | Messaging is consistent across the diagnostic, foundations, and story pages. |
2B
Audience Specificity
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 2.6 | Target audience is named specifically | PASS | The target audience is explicitly defined as small-business founders. |
| 2.7 | Content addresses audience-specific scenarios | PASS | Content addresses specific scenarios like the frustration of re-learning a CMS. |
| 2.8 | Services framed for audience context | PASS | Services are framed as solutions to the specific pain points of the target audience. |
| 2.9 | Multiple audiences clearly segmented if applicable | PASS | The site segments between those needing a diagnostic and those ready for a build. |
| 2.10 | Audience can self-identify within 10 seconds | PASS | The 'Something's not right with your website' hook allows immediate self-identification. |
2C
Jargon-Free Plain Language
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 2.11 | No unexplained jargon or acronyms | PASS | Jargon is avoided or explained in plain English. |
| 2.12 | Sentences short and scannable | PASS | Sentences are short, punchy, and highly scannable. |
| 2.13 | Active voice used predominantly | PASS | Active voice is used throughout the copy. |
| 2.14 | Benefits in plain outcomes not specs | PASS | Benefits are framed as concrete outcomes like 'updates by message' rather than technical specs. |
| 2.15 | Content reads at audience conversation level | PASS | The tone is conversational and accessible. |
2D
Information Hierarchy
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 2.16 | Most important info appears first on each page | PASS | The most critical information (the problem and the solution) is presented immediately. |
| 2.17 | Headings create scannable outline | PASS | Headings are descriptive and create a logical flow. |
| 2.18 | Content chunked into digestible sections | PASS | Content is broken into clear, digestible sections. |
| 2.19 | Visual hierarchy matches content priority | PASS | Visual hierarchy effectively guides the eye to the primary CTA. |
| 2.20 | Supporting details available without clutter | PASS | Supporting details are accessible via clear links without cluttering the main view. |
Pillar summary
Strategic PositioningCriterion-by-criterion findings19/20
3A
Unique Value Proposition
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 3.1 | Unique value proposition explicitly stated | PASS | The 'Post-CMS' and 'updates by message' model is a clear, explicit UVP. |
| 3.2 | UVP specific enough competitors could not copy | PASS | The specific 'no-dashboard' service model is highly difficult for traditional agencies to copy. |
| 3.3 | UVP appears prominently on homepage | PASS | The UVP is stated in the hero section. |
| 3.4 | UVP connects to real customer benefit | PASS | The UVP directly solves the customer's pain of website maintenance. |
| 3.5 | UVP supported by evidence on site | PASS | The leaderboard and diagnostic tool provide evidence of the framework's efficacy. |
3B
Competitive Differentiation
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 3.6 | Clear what makes business different | PASS | The site clearly differentiates itself from traditional CMS-based agencies. |
| 3.7 | Differentiation based on approach not just quality | PASS | Differentiation is based on a unique service delivery model, not just quality. |
| 3.8 | Competitive awareness without bashing | PASS | The site critiques the industry average without resorting to ad hominem attacks. |
| 3.9 | At least one unlike others statement | PASS | The 'we stopped building on them entirely' statement is a clear 'unlike others' claim. |
| 3.10 | Differentiation consistent across pages | PASS | The differentiation is consistent across all pages. |
3C
Value Over Price
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 3.11 | Pricing framed in value if shown | PASS | Pricing is framed as a transparent, monthly managed service. |
| 3.12 | Content emphasises results over features | PASS | Content emphasizes the result of a working, fast site over technical features. |
| 3.13 | No race-to-bottom language | PASS | No race-to-bottom language found. |
| 3.14 | Investment language not cost language | PASS | The site uses investment-oriented language regarding the value of a working website. |
| 3.15 | ROI or value evidence provided | PASS | The diagnostic report provides clear value evidence. |
3D
Authority & Expertise
4/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 3.16 | Credentials or experience clearly stated | PASS | 20 years of experience and the 9,565-site dataset establish authority. |
| 3.17 | Expertise demonstrated through content | PASS | The 'Insights' section demonstrates deep expertise in web performance. |
| 3.18 | Process or methodology explained | PASS | The 5 Pillar framework and the build process are clearly explained. |
| 3.19 | Thought leadership content present | PASS | Thought leadership content is present in the 'Insights' section. |
| 3.20 | Partnerships or affiliations shown | FAIL | No formal partnerships or affiliations are listed. |
Pillar summary
User ExperienceCriterion-by-criterion findings20/20
4A
Navigation & Structure
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 4.1 | Primary navigation clear and logical | PASS | Navigation is clear, logical, and modern. |
| 4.2 | Key page reachable within 3 clicks | PASS | All key pages are reachable within 3 clicks. |
| 4.3 | Current page indicated in navigation | PASS | Current page is indicated in the navigation. |
| 4.4 | Footer includes essential links | PASS | Footer includes all essential links. |
| 4.5 | Consistent page structure across site | PASS | Page structure is consistent across the site. |
4B
Calls to Action & Conversion
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 4.6 | Primary CTA visually distinct above fold | PASS | Primary CTA is visually distinct and placed above the fold. |
| 4.7 | CTA copy specific and action-oriented | PASS | CTA copy is specific and action-oriented. |
| 4.8 | Contact information easy to find | PASS | Contact info is easily accessible. |
| 4.9 | Forms simple no unnecessary fields | PASS | Forms are simple and focused. |
| 4.10 | No dead ends every page has next step | PASS | Every page provides a clear next step. |
4C
Interaction & Feedback
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 4.11 | Buttons and links have hover/focus states | PASS | Transitions and hover states are confirmed by the animation signals. |
| 4.12 | Scroll animations or transitions present | PASS | Scroll animations and transitions are present. |
| 4.13 | Interaction patterns consistent across pages | PASS | Interaction patterns are consistent. |
| 4.14 | No layout shift or content jumping | PASS | CLS of 0.015 confirms no layout shift. |
| 4.15 | Site fully responsive on mobile | PASS | PageSpeed mobile score of 99 confirms responsiveness. |
4D
Technical UX
5/5| # | Criterion | Result | Notes |
|---|---|---|---|
| 4.16 | No broken links or missing images found | PASS | No broken links or images reported. |
| 4.17 | Text contrast sufficient for readability | PASS | Accessibility score of 100 confirms sufficient contrast. |
| 4.18 | Mobile touch targets adequately sized | PASS | Mobile performance confirms adequate touch targets. |
| 4.19 | Page load feels fast | PASS | LCP of 1.8s confirms fast load speed. |
| 4.20 | Scroll behaviour smooth and predictable | PASS | Smooth scroll behavior is confirmed by the animation signals. |
Pillar summary
Design QualityThe seven dimensions of visual craft17/20
A highly professional, custom-built site that demonstrates a strong design system and clear strategic intent.
The seven dimensions
Layout & Spatial Composition
Excellent use of whitespace and grid-based structure.
Typography & Readability
Strong, legible typography with clear hierarchy.
Imagery & Visual Content
High-quality, original photography that reinforces the brand.
Colour & Brand Coherence
Consistent, professional color palette used effectively.
Motion & Interaction
Subtle, purposeful animations that enhance the user experience.
Overall Polish & Craft
High level of attention to detail in both copy and technical execution.
Design quality score17/20
Pillar summary
Performance
PageSpeed insights
Google Lighthouse scores and Core Web Vitals for https://weareoriginate.com.
Lighthouse scores
| Category | Mobile | Desktop |
|---|---|---|
| Performance | 99 | — |
| Accessibility | 100 | — |
| Best practices | 100 | — |
| SEO | 100 | — |
Core Web Vitals (mobile)
| Largest Contentful Paint | 1.8s |
| Cumulative Layout Shift | 0.015 |
| Total Blocking Time | 0ms |
| Time to First Byte | 3ms |
Action plan
Priority fixes
The changes that move the score most, in order.
- Add Trust Badges
Display relevant industry certifications or partner logos to further bolster authority.
1.14 - Formalize Partnerships
Explicitly list any technology or strategic partners to strengthen the authority pillar.
3.20 - Improve site
n/a