The car in the headline is a tiny white smudge flying through smoke.

One word, in gold, doing the job of a whole sales pitch.

The big headline is just 'ROADSTER' in a shiny logo font, with no line underneath. A stranger learns a name but not that it's a sports car, why it's special, or when it arrives. The picture should explain it, but the Roadster is the small white shape flying through smoke above a row of cars that aren't for sale on this slide. A company homepage has to say what the company makes, and this first screen leaves the brand name to carry that.

Quick win: Add one plain line under 'ROADSTER', such as "Tesla's new electric sports car. Reserve yours today."

'Reserve Now' is easy to spot. What it costs is not.

The blue 'Reserve Now' clearly leads and 'Learn More' sits politely beside it, which is the right order. Nothing nearby says whether reserving takes a deposit, how much, or whether you can get it back, and that is a lot to ask before someone clicks. At the bottom, a sticky 'Schedule a Drive Today' button asks for something else entirely, a test drive for a car that, on this slide, you can only reserve.

Quick win: Put one short line of small print under the two buttons: "Reserve for [deposit]. Fully refundable." Only claim refundable if it is.

A great stage show where the star is the smallest thing on stage.

The black background, red light streak and gold wordmark look expensive, and the eye lands on 'ROADSTER' and the blue button first, which is right. Then it slides down to the lineup of cars and the truck, which take up far more room than the Roadster itself, a white blur in the smoke. The left and right arrows and the three dots say this is a slideshow, so the one message visitors do see may change before they've read it.

Quick win: Swap the picture for a clear, close side view of the Roadster on its own, so the product named in gold is the product people see.

The logo is the only proof on show.

The first screen has no facts at all: no price, no speed, no range, no delivery date. The famous name earns the click, but a stranger meeting this car for the first time gets nothing to believe except the smoke. 'Full Self-Driving' starts peeking in at the bottom, but we can't see what that section says.

Quick win: Add one number next to the headline that is already public and true, such as the price or a speed figure, so the first screen has a fact to stand on.

Three words of copy, and two of them are button labels.

Apart from 'ROADSTER', the only words a visitor reads are 'Reserve Now', 'Learn More' and 'Schedule a Drive Today'. Short is fine, but there isn't a single sentence saying what this is. 'Learn More' is the label you'd put on any button anywhere; 'See the Roadster' would at least name the car.

Quick win: Change 'Learn More' to 'See the Roadster' and add the one-line description under the headline.