The 5-Second Test: Does Your Homepage Pass?

There's a simple test that reveals whether your website is working or wasting your time.

Show your homepage to someone who's never seen it. Give them exactly 5 seconds. Then close it and ask three questions:

1. What does this person/company do?
2. Who do they help?
3. How would you hire them?

If they can't answer all three, your homepage is failing its most basic job.

Why 5 Seconds Matters

Neuroscience research shows that visitors form their first impression of a website in 50 milliseconds—literally the blink of an eye. But the decision to stay or leave happens within 5 seconds.

In those 5 seconds, visitors are scanning for relevance signals:

• Does this person understand my problem?
• Can they help someone like me?
• Is it clear what to do next?

If any answer is "I'm not sure," they leave. And they don't come back.

How to Run the Test

Step 1: Find Fresh Eyes

Ask someone who's never seen your website and doesn't know your business well. Friends, family, or people in online communities work great. The key is they need to be unfamiliar with what you do.

Step 2: Show for Exactly 5 Seconds

Pull up your homepage and let them look at it for 5 seconds. Use a timer. Then close the browser or turn off the screen.

Step 3: Ask the Three Questions

Without letting them see the site again, ask:

1. "What does this person or company do?"
2. "Who do they help?"
3. "If you wanted to work with them, what would you do next?"

Record their answers exactly as they say them.

Step 4: Compare to Reality

How close were their answers to what you actually do? If there's a gap, that gap is costing you clients.

Common Failures (And How to Fix Them)

Failure: "Something with business... consulting maybe?"

The problem: Your headline is vague or uses industry jargon.

The fix: State exactly what you do in plain language. "I help [specific audience] achieve [specific outcome]."

Failure: "I'm not sure who it's for"

The problem: You're trying to appeal to everyone, so you resonate with no one.

The fix: Name your audience directly. "For B2B SaaS founders" or "Helping executive coaches" immediately signals relevance.

Failure: "I guess I'd email them? Or look for a contact page?"

The problem: Your call-to-action is hidden, unclear, or competing with too many options.

The fix: One primary CTA, above the fold, with action-oriented text. "Book a Free Strategy Call" beats "Contact Us" every time.

The Elements That Pass the Test

Here's what high-converting consultant homepages have in common:

Above the fold:

• Clear headline stating outcome + audience
• Subhead with supporting detail or proof
• Primary CTA button
• Professional photo or relevant image
• Trust signal (client logos, "trusted by X companies")

The formula:

"I help [specific audience] achieve [specific outcome] through [method/approach]"

Examples that work:

• "I help B2B SaaS companies reduce churn by 40% through customer success optimization"
• "Executive coaching for tech founders who want to scale without burning out"
• "Brand strategy for consultants who are tired of competing on price"

Your Action Plan

1. Run the 5-second test today with 3-5 different people
2. Write down every point of confusion they mention
3. Rewrite your headline using the outcome + audience formula
4. Make your CTA unmissable - larger, bolder, above the fold
5. Test again with new people

Still Not Sure What's Wrong?

Our free website audit tool analyzes your homepage and identifies exactly what's causing confusion and killing conversions.

Take the Free Audit →

*Your website should work as hard as you do. Kindred builds conversion-focused sites for B2B consultants who are done leaving money on the table.*