Your words · First screen
Visitors can't tell if you're for them
People look for signs they're in the right place. If you don't say who you help, the right customers may not stay.
- Applies to
- homepages, landing pages
- Typical severity
- high
- Effect on conversions
- high
- Effort to fix
- Quick to fix
What to look for
Nothing in the first screen names the type of customer, industry, role or situation the business serves, and the rest of the page doesn't either.
What good looks like
The page names its audience ("for accountants", "for families in Leeds", "for growing online shops"), or the offer is so obviously universal that it doesn't need to.
How to fix it
Add a short line near your headline saying who you help, e.g. 'For homeowners in Bristol'.
Based on
- Homepage usability research
- Grid Design audit practice
Related checks
Your wordsPeople can't tell what you do at a glancePeople decide in seconds if they're in the right place. If your headline doesn't say what you do, many will leave.Your wordsThe line under your headline doesn't tell people moreThis line is your second chance to keep people reading. If it repeats the headline, that chance is wasted.Your wordsYour headline is too long to take in quicklyPeople only glance at headlines. A long one gets skimmed and your main point gets lost.
Does your site pass this check?
AgoraScan checks this and the rest of the checklist on your pages, with screenshots of anything it finds. The first scan is free.