Clarity in five seconds
Above the fold, visitors must instantly grasp what you do, who for, and what to do next. Confusion loses them before they scroll.
The five-second test: show your homepage to a stranger — if they can't say what you do, rewrite it.
Benefit, not brag
Lead with the customer's outcome (“Get found and sell more”), not a feature list. People buy results, not specs.
Proof nearby
Put reviews, logos or results near your call to action to reassure at the moment of decision.
Key takeaway
Clear message + benefit-led headline + proof by the button = a homepage that converts.