I’ll give you 5 seconds…
Are you going to use it to convince me, intrigue me or you going to squander it away? Too much industry jargon, overly complex images or an unintuitive user-experience will cost you engagement.
You have five seconds; After that, I’m either looking for my exit or losing my interest in engaging further.
In the time you finished reading that you’ve lost me. I was scanning for interest grabbers, trust builders and next steps. I’m in a hurry, have things to do, and don’t have the time to wade through what you think I want.
We’re Adapting to AI-Slop & The Web is Already Full of “Stuff”
That 5 second test to get my engagement is one of the most crucial tasks your business will face. If you don’t pass, I’m out. It’s not my intention to be so judgy. I just know that if you don’t give me clarity, credibility and a call-to-action I won’t give you the time.
We’re all getting used to seeing AI-generated content, most of us can identify it pretty quickly and reliably. This is no different than in the early 2000s when keyword stuffing was rampant. While AI can be used with tact and care, there is an abundance of cookie-cutter content being created and published. Make sure your website isn’t immediately discounted by visitors.
Do you think your website has what it takes to grab my attention? Be honest with yourself, if you aren’t, you won’t find any value in this article.
The 4-Point Attention & Authority Test
The
“What Do You Do”
Test
Take a look at the very top of your homepage. Can you tell what you do, and for whom in the top half of the screen? Provide clarity on what your actual solution is. If I’m there, I know my problem already.
Avoid phrases like “goal-focused”, “unlocking the potential in” and “KPI Oriented”. I don’t care if AI helped you make an amazing sentence. Remember to speak to me, not Google.
The
“Professionalism”
Test
Do you think your website looks like a 2025 website that is taken care of, maintained and secure? If your front yard is messy, people assume the inside of the house is too.
Stick to simple branding, images that make sense contextually and focus on messaging over flashy. Using images is important, but only if they add value.
The
“Now What”
Test
Do you see a no-brainer next step? I’m no dummy, but I need guidance; do you have a clear call-to-action or is it free-range visitor time.
Display a clear 3 word or less call to action. “Schedule A Call”, “Purchase An Audit” or “View Our Services”. Keep it simple, accurate and accessible.
The
“Safety”
Test
If I don’t feel safe on a website, it’s an immediate exit. Our brains scan for broken design elements, cluttered layouts and trust-indicators.
Is there a padlock icon next to your URL? Do you have a privacy policy? Make sure you give visitors the reassurance they need to trust you with their data.
Scoring Your Test & Your Next Steps
So, how did you do? If you answered “Yes” to all four, you have a strong start towards grabbing attention & building trust! If you hesitated or answered “No” to one or more, don’t panic. You’ve just identified your biggest opportunities for improvement.
Passing this 5-second website test is the first, most crucial step in turning a visitor into a customer. Identifying these issues is step one; the next is having a clear plan to fix them.