Does Your Website Pass the Grunt Test?
When someone lands on your website, they should immediately understand what you offer—without thinking too hard.
If they can’t figure it out within seconds, they’ll leave.
This is where the Grunt Test comes in. Coined by Donald Miller in Building a StoryBrand, the Grunt Test challenges you to answer three critical questions within the first few seconds:
✅ What do you offer?
✅ How will it make my life better?
✅ What do I need to do to get it?
If a visitor can’t answer these questions at a glance, your website is likely costing you leads and sales.
Let’s break down each element so you can pass the test with flying colors.
1. What Do You Offer? (Be Clear, Not Clever)
Your homepage should clearly state what you do in simple, jargon-free language.
A visitor should understand your offer within five seconds—no guessing, no confusion.
How to Fix It:
- Use a clear, bold headline that states your offer in plain English.
- Avoid vague, clever, or overly creative language.
- Use a supporting subheading to provide more detail if needed.
Example:
❌ “Transforming Digital Experiences for Growth-Oriented Brands” (Too vague)
✅ “We Build High-Converting Websites for Coaches & Consultants” (Clear & specific)
2. How Will It Make My Life Better? (Focus on the Benefit)
People don’t buy products or services—they buy solutions to their problems.
Your website must immediately communicate how your offering improves their life or business.
How to Fix It:
- Highlight the key benefits (not just features) of your product or service.
- Use short bullet points to showcase the impact of what you offer.
- Most importantly – Describe what you offer.
Example:
❌ Instead of saying “We design beautiful websites,” say:
✅ “Get a website that attracts more clients, builds trust, and grows your business.”
3. What Do I Need to Do to Get It? (Clear Call to Action)
A confused visitor never converts.
Your website should tell them exactly what to do next—whether it’s booking a call, signing up for a free trial, or purchasing a service.
How to Fix It:
- Make your Call to Action (CTA) clear and obvious—no guessing!
- Use actionable words like “Book a Call,” “Get Started,” or “Download Now.”
- Repeat your CTA multiple times throughout the page.
Example CTA:
✅ “Schedule a Free Consultation”
✅ “Download Your Free Guide”
Does Your Website Pass the Grunt Test?
Take a few seconds to visit your homepage and check:
- Can a first-time visitor immediately understand what you offer?
- Does your site highlight the real benefits of your service?
- Is there a clear, easy-to-find Call to Action?
If not, your website might be costing you clients.
Get a Free StoryBrand Audit for Your Website
Not sure if your website is passing the Grunt Test?
We’ll audit your site using StoryBrand principles and show you exactly what needs to improve for better clarity and conversions.
