Affinity Biosensors wants you to pay attention to their opinion about the product. They assume you already know everything about Lifescale.     

I assume that the murky and grayed out machine in the photo on the landing page is whatever product Affinity Biosensors is selling. Your eye is drawn to the color photo where a patient has a pulse oximeter on their finger.

The clip that measures blood oxygen saturation and pulse rate is the only item in either photo that is in clear focus. Why? The oximeter is routinely used during ordinary examinations. It does not connote an emergency situation where speed matters. 

     The headline is a totally abstract and generic opinion about the product. It’s all that shows in the mobile-phone view:

The subhead in the grayed photo says “Use Lifescale when speed matters.” 

Affinity Biosensors has fallen victim to the common tech trap of believing they have explained their product by giving it a made-up name. “LifeScale” became a registered trademark in 2015. It’s not an aid for weight control. 

     There’s nothing in the first glimpse of this page that tells you what they’re talking about. Designed for speed, use when speed matters, and some gadget. What are we talking about? You have to read down into the tiny-font text block to find out.  Sixty words, starting by re-stating the headline: rapid when speed matters. 60 words that have a very low readability score: Grade 15, Ease 22. 

If you search hard enough on the site you can discover that Affinity Biosensor’s niche is: rapid antimicrobial susceptibility testing, commonly abbreviated as rapid AST.  Rapid antimicrobial susceptibility testing can be the difference between life and death.

My suggestion for a new headline: 

 LifeScale delivers rapid AST results in 4.5 hours.