Friday Jr: The Five-Second Homepage Test

By Nick Onufrak · November 5, 2026

I look at business websites every day, and I keep running into the same problem. I can spend ten seconds on a homepage and still have to scroll to figure out what the company actually does. By then, I’m already working harder than a potential customer should have to.

People tell me all the time they want their website to “pop.” When I pull up their homepage, the first thing I want to know is what they do. If I have to scroll to find out, I’d start with the headline. Give me one clear sentence I can understand in under five seconds.

Try it on your own site

Open your homepage on your phone and hand it to someone who’s never seen it. Give them five seconds without scrolling, then take the phone back and ask:

1. What does this business do?
2. What would you tap next?

Let them answer in their own words. The spots where they hesitate tell you where to start.

If they can’t explain what you do, make your headline more specific. “Commercial parking lot paving and repair” tells a property manager more than “Quality you can count on.” If they’re unsure what to tap, give your main button a label that tells them what happens next. “Request a quote” is a good place to start.

You can put my site through the same test. Pull up GetRevenueRiot.com on your phone and give it five seconds. What do you think I do, and what would you tap first? I’d love to hear your first impression.

That’s the first Friday Jr. Every Thursday, I’ll share one practical sales, marketing, or website tip you can try that day. Occasionally, I might just vent.