Most visitors decide whether to stay before they read a full sentence. They scan the headline, glance at the first image and look for a button. In that moment they are trying to answer three questions.
1. What do you do?
Not your mission or your values. The thing you sell, in words your customer would use. “Accounting software for freelancers” beats “Financial clarity for the modern worker” every time.
2. Is it for me?
Name your audience. A homepage that tries to speak to everyone usually convinces no one. The people you exclude were rarely going to buy.
3. What should I do next?
One primary action, visible without scrolling. A second, lower-commitment option is fine. Five competing buttons is not.
If you need a paragraph to explain your headline, you need a new headline.
A quick test
- Show your homepage to someone outside your company for five seconds.
- Close the tab and ask the three questions.
- If they can’t answer, rewrite until they can.
Written by the Pixurreal team