This is an extract from Will’s LinkedIn newsletter with some top advice!
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If there’s one brutal truth about the modern web, it’s this:
You’ve got about five seconds to prove you’re worth someone’s time. And honestly? Most business websites crumble under that pressure.
At R50, we run first-glance reviews on new client sites all the time, and I can tell you exactly what usually happens: The user lands… pauses… squints… scrolls… and then quietly exits to Google someone else who looks like they’ve got their digital act together.
So, let’s break it down. Because passing the 5-second test isn’t rocket science – it’s clarity, structure, and understanding what the user actually came for.
What users MUST understand in 5 seconds
It’s simple. A user should instantly see:
- What you do
- Who it’s for
- Why they should choose you
- Where to click next
If any of those four things are missing, your bounce rate is about to do laps.
Clarity beats creativity
I love a clever headline as much as the next millennial with a caffeine habit, but if your homepage hero says something like:
“Empowering futures through innovative synergy.”
…no one has a clue what you sell.
Your hero section isn’t the place for poetry. It’s where your business should show up, shake hands, and say:
“Here’s what we do. Here’s how we help. Here’s your next step.”
A simple framework to audit your homepage
Try this:
The 5-Second Checklist:
- Can a stranger sum up your service in one sentence?
- Is there ONE clear primary button?
- Is your branding consistent?
- Is the main message above the fold?
- Would a customer know where to go next?
If not, your website is making users work too hard – and users simply don’t.
Common SME mistakes
- Overloaded menus
- Cluttered designs
- Zero visual hierarchy
- Stock photos that scream “I typed business meeting into Google Images”
- Technical jargon with the charisma of a tax form
Little changes create big impact. And your customers absolutely notice.
Final Thought
The businesses winning in 2025 aren’t the ones with the fanciest websites – they’re the ones with the clearest ones.