Study 04 · Website copy
The five-second homepage
Visitors do not read pages. They audition them.
The communication problem
What gets in the way.
A homepage can ask visitors to process a carousel, several slogans and a long introduction before revealing the offer. The first communication task is simpler: help the right person decide whether the page is relevant enough to keep reading.
The artifact
A before-and-after homepage hierarchy sketch: 340 words, three slogans and a carousel reduced to a nine-word lead with one clear rule.
The moves
Four decisions that sharpen the message.
- 01
Scan
Review only what appears in the first glance, before scrolling or opening navigation.
- 02
Answer
Check whether the page names the offer, intended audience and a reason to continue.
- 03
Order
Move the most decision-relevant message ahead of background and qualification.
- 04
Direct
Make one useful next action visible without forcing a commitment too early.
Apply the principle
Three rules worth carrying forward.
- A first-glance test exposes buried information.
- Page hierarchy should support scanning before detailed reading.
- One primary action reduces avoidable choice.
Start a conversation
Have a real communication problem?
Start with the audience, the decision and what is currently getting in the way. The scope can follow from there.