Homepage index, November 2026
Half of 118 B2B service firms now open their homepage with AI
58 of the 118 consulting, RevOps and digital firms we track use AI wording in their headline or first 120 words, up from 43% to 51% among the 82 we could read in May as well. Proof shifted too: fewer show client logos and more show case studies.
What changed since May 2026
The same 82 firms, read in May through the Wayback Machine and in November live. A firm we could read only once is left out, so a change here is a firm changing its page.
| Homepages with | May | November | Move |
|---|---|---|---|
| AI wording in the headline or first 120 words | 43% | 51% | +9 pts |
| Case studies or client results | 79% | 84% | +5 pts |
| Awards or analyst rankings | 38% | 41% | +4 pts |
| An ask in the header | 45% | 48% | +2 pts |
| No ask anywhere | 29% | 28% | -1 pts |
| Client logos or a trusted-by line | 84% | 78% | -6 pts |
| Certifications or partner badges | 27% | 26% | -1 pts |
| A price on the homepage | 5% | 2% | -2 pts |
What the homepage asks for
We count the first ask a visitor meets, a button in the header or else the first button on the page. Links that only lead to more reading do not count. 39 of 118 homepages ask for nothing.
The top menu
The typical firm shows 5 items in its top menu. These are the labels used most.
How much AI the offer carries
Read from the headline, menu and first screen: whether AI is absent, mentioned, one feature among others or the thing being sold.
Proof on the homepage
Read from the page text and images. A firm can show several kinds.
What to take from it
- A price is rare, so one stands out. 3 of 118 firms show a price. A starting price or a fixed-fee entry offer is one of the few homepage elements a buyer will not find on a competitor's page.
- A third of homepages ask for nothing. 39 of 118 have no button that asks the visitor to do anything. A single clear ask in the header is the cheapest change on this list.
- AI wording is becoming the default. Half the firms now use it in the first screen. When most competitors say the same word, it stops telling a buyer which firm to call.
How this was read
The firms are the 118 consulting, revenue operations, private equity value creation and digital firms on the competitor list we keep for our own companies. Each homepage was fetched as a browser would request it; counts come from the page's HTML by fixed rules, with no model involved, so a change between months is a change on the page. The AI and offer readings use one model call per page that may only quote the page. Firms are not named.
Data: Behavly homepage index, read on 15 November 2026. May figures from the Wayback Machine.