The 7-second test: what your homepage must say before visitors bounce
You get about seven seconds before a visitor decides to stay or leave. Here's exactly what your homepage must communicate in that window — or lose the sale.
A new visitor lands on your homepage. In about seven seconds they'll decide whether you're worth their time. Most homepages waste those seconds on a vague slogan and a stock photo. Yours shouldn't.
The three questions to answer instantly
Common homepage sins
- A headline that could belong to any company in any industry.
- Burying what you do beneath a giant image and a 'Welcome'.
- No clear call to action — or five competing ones.
- Jargon and buzzwords instead of the words customers use.
This clarity is half of what a good redesign actually delivers — the other half is speed.
Does your homepage pass the test?
Send us your URL. We'll tell you straight whether a stranger could pass the 7-second test — and what to change if not.
Get a homepage review →Frequently asked questions
What should be above the fold on a homepage?
A clear headline saying what you do, a sub-line on who it's for and why you, and one obvious call to action. Everything a stranger needs to decide to stay should be visible without scrolling.
Is a big hero image a mistake?
Not inherently — but a huge image with a vague 'Welcome' and no clear message is. If the visual pushes your actual message and call to action off the screen, it's costing you. Clarity beats decoration.
How many calls to action should a homepage have?
One primary action, repeated. Five competing buttons paralyse people. Decide the single most valuable next step and make it the obvious choice, with secondary options clearly subordinate.
Should I use clever, punchy headlines?
Only if they're also clear. Clever-but-vague loses to plain-but-obvious every time on a homepage. Say the actual thing you do first; personality can come right after.