Three seconds. That's how long you have before someone decides to stay or bounce. In that time, they need to understand what you do, who it's for, and why they should care.
Most websites fail this test. Here's how to pass it.
The Above-the-Fold Checklist
Before anyone scrolls, they should see:
- Clear headline stating what you do or what problem you solve
- Subheadline with supporting detail or benefit
- One obvious call-to-action
- Visual that reinforces the message (product, result, or person)
That's it. No sliders. No walls of text. No mystery.
The Headline Formula
Good headlines follow a pattern: [Desired outcome] + [Timeframe or qualifier] + [Without common objection]
Example: "Grow your email list by 10,000 subscribers without spending on ads."
Clear. Specific. Addresses the skeptic.
One CTA, Not Five
Multiple CTAs create paralysis. "Sign up," "Learn more," "Watch demo," "Download guide." Too many choices means no choice.
Pick the one action you most want visitors to take. Make that the only option above the fold.
Visual Hierarchy
Guide the eye. Headline is biggest. Subheadline is smaller. CTA button is a contrasting color. Everything else fades back.
Squint at your homepage. Can you tell what's most important? If not, redesign.
Speed Matters
If your site takes 5 seconds to load, people leave before they even see your headline. Optimize images. Minimize scripts. Test on mobile. Speed is a design decision.
Test It
Show your homepage to someone who's never seen it. Give them 5 seconds. Ask what you do. If they can't answer, your above-the-fold needs work.