Open your homepage on your phone, start a timer and look for ten seconds. Then close it and answer four questions.
The four questions
- What do you do? If the headline needs a second read, it is too clever.
- Who is it for? Visitors should recognise themselves quickly.
- Why should I trust you? Design quality, real details and proof all count.
- What should I do next? One clear button beats five competing links.
If you could not answer all four, your visitors cannot either. Start with the headline: rewrite it until a stranger could repeat it back to you.