What is the GRUNT TEST? A lesson in StoryBrand clarity.

As a StoryBrand guide, I hear this often:

"Our website is getting traffic, but we’re not making sales..... We've tried everything, SEO, Google Adwords, social media but we’re still not growing as fast as we should be”

Chances are, your website message is unclear and it is causing you to lose customers.  

There are countless things we can do to improve your website, but for now, lets focus on the Grunt Test.  Why?

  • Because it is quick to fix

  • Will cost you almost nothing - you can literally do this yourself, fast!

  • The response from your potential customers will be almost immediate - you'll make more sales!

What is the Grunt Test?  

If a pre-historic caveman were to look at your website, could they “grunt” exactly what you do just by looking at the homepage? (There are three questions you need to answer in order to 'pass' the Grunt Test..... I will get to that in just a second).

The "caveman" can be considered anyone who lands on your website and has never heard of your business before.

The fact is, the human brain is millions of years old and its natural instinct is to "survive and thrive'. Meaning that our bains will filter out anything unnecessary or confusing. Your brain is wired to conserve calories. 

The human mind is drawn toward simplicity and clarity and away from noise and confusion.

As a business owner or marketer, you might look at your website and be in love. You might think your message is clear, but do your potential customers know how you solve their problem?


Here it is. When someone lands on your website, you have 5 seconds to answer these three questions:

  1. What is it that you offer?

  2. How will it make my life better?

  3. What do I need to do to buy?

Be clear and simple. If you are a builder don't say something like this:

"Jones & Co. We create sublime, eco-friendly, award-winning living spaces"

Instead, just say

"Jones & Co. Builders
We build quality homes - without the stress"

Clarity in communication always leads to more sales. 

So here's the bottom line. Find a stranger, show them your website (without scrolling, just the header) and ask them if they know what you do & how you can help them.


Happy StoryBranding, 

Jamie Buttigieg

StoryBrand Certified Guide



If you are not sure if your website passes the GRUNT TEST. Just send me an email. I would be glad to give you some feedback. No hard selling, no strings attached - I promise. 




About us:

Most  businesses are wasting money on marketing and ads, sending people to websites that  don’t convert. They find it hard to measure advertising  effectiveness and  are frustrated with their ROI.

We help  businesses clarify their marketing message & brand story, build websites that work and give them the knowledge to dominate their competitors on social media and Google.

Clients that work with us often reduce their marketing spend while massively increasing leads and sales conversions.