You've Got 5 Seconds To Matter - Homepage Messaging Strategy

Your homepage has five seconds to answer three things:

Who are you?

What do you do?

How will you make my life better?

Remember, no-one owes you a second look.

This isn’t a theory. It’s how it works. People scan fast, decide faster, and most sites waste those five seconds trying to look smart instead of being useful.

That’s why we built our framework: CONCEPT → CONNECT → CONVERT

Start with the value, then the benefit, then the action.

We reworked the homepage from Experify.

I like to start with CONVERT, the action.

CONVERT: Make the CTA do its job

Most CTAs are almost apologetic. Experify’s said:

“For any other platform.”

That’s a placeholder, not a call to action.

We rewrote it to: Connect Experify to Your Site.

Now it’s a command. Clear. Specific. Tells the visitor exactly what to do.

We also added a secondary CTA for anyone not ready to act: See a Live Demo.

That’s how you cover both buyer types—ready (in market) and not-yet (in flux).

We design around the eye path, so these CTAs are placed where they’ll actually get clicked—not where they look nice.

CONCEPT: What’s the point of this product?

Experify lets real customers answer real questions from potential buyers. It’s social proof in action. But their headline didn’t say any of that.

We replaced it with: Increase E-Commerce Sales with Social Proof.

That speaks to what e-comm managers care about: conversions and trust.

Subhead?

Use Customers as Salespeople. Because that’s exactly what’s happening.

We also swapped out their bubbly startup font for Montserrat—modern, sharp, no nonsense. Typography is not a vibe—it’s part of the message.

CONNECT: Why it matters

People don’t buy features. They buy outcomes.

So we pulled the real benefits forward:

• Clean visuals

• No stock photos

• Clear benefit statements

• Logical flow from product to proof to action

• Real hierarchy in the layout

And here’s where the layout goes further.

We designed the page to follow a clockwise eye path—just like the great painters.Start top left with the headline. Sweep across through the visual. Drop down into the CTA. Then pull the user back around with supporting content that finishes the loop right where they started—with the core message.

This isn’t just layout—it’s visual control.And it keeps the user active instead of drifting.

BEFORE vs AFTER

Old site: Confusing. Passive. Forgettable.

New site: Clear. Direct. Built to move.

It passes the 5-second test.It keeps people on the page.It points them to action without wasting a word.

BEFORE

AFTER

Now you know what the idea is behind a home page messaging strategy

If your homepage can’t say who you are, what you do, and why it matters—in five seconds or less—it’s not working.

Spot the Gaps in Your Website in 5 Minutes or Less.

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Or grab a 15-minute call and we’ll break it down.

No hype. No wasted time. Just clarity that converts.