The other day, we talked about making your website copy “you-centric”.

Today, I want to cover something that is arguably even more important than you-centric copy. It could even be the most important part of your website (or at least your homepage).

It’s something called “the 5-second test”. It’s a common user experience concept among website designers, but it’s so often forgotten or done poorly.

The 5-second test evaluates whether a person visiting your website for the first time would know what you offer and who it’s for within 5 seconds of landing on your page. 

It sounds intuitive, right? The fact is, many of us fail this test on our websites.

That doesn’t mean trying to explain every single detail about your business right at the top, but you should be able to come up with a succinct explanation of what you’re offering and who it’s for.

It doesn’t just apply to home pages, either. It also applies to service, location, and other key pages as well. The entire point is to orient a person and tell them quickly whether they are in the right place or not.

It is, however, most important on your home page because that’s where people most often visit and start their discovery about your business, so you have a very small window to capture their attention and guide them to the next step.

Take a look around and your website and competitors’. Look at other industries, too. Are they capturing your attention and orienting you within 5 seconds?

Do you need to scroll to find out their value proposition?

Is the language vague and fluffy? Or specific and clear?

As always, I’d love to hear your thoughts.