The 7-Second Homepage Test: A Simple Clarity Checklist

In 7 seconds, visitors decide if your brand is for them. Use this simple homepage clarity checklist to pass the test and win more leads.

Why 7 seconds?

Most visitors skim. In roughly seven seconds, they decide: stay, scan, or bounce. Your job isn’t to be clever—it’s to be unmistakably clear.

“If a stranger can’t tell what you do in 7 seconds, you’re losing leads you already paid to attract.”

The 7-Item Clarity Homepage Checklist (do this in 20 minutes)

Open your homepage on a laptop and phone. For each item, give yourself ✅/❌.

1. What you do (in plain English) One line, no jargon: “Boutique marketing for growing SoCal brands.”If it needs a comma, it’s probably too long.
   

2. Who it’s for Name the audience so the right people self-select: “For B2B teams and local service brands.”
   

3. Why you’re different (one proof-point) Pick one specific thing: “Fast-turn local support” or “ISO-certified print workflows.” Keep it concrete.
   

4. Primary action (one button) Make the next step obvious: “Start a project,” “Book a 20-min consult,” “Get pricing.”Buttons beat links. Singular beats multiple.
   

5. Secondary path (for not-ready-yet visitors) Offer a low-commitment option: “See work,” “Download checklist,” “Pricing guide.”This captures skimmers who might convert later.
   

6. Trust at a glance Add 1–2 fast signals above the fold: client logos, a short testimonial, or a stat (“Avg. reply in 1 business day”). Save long case studies for below-the-fold.
   

7. Calm layout, fast load Generous spacing, readable type, and one hero image that reinforces the message. If everything is bold, nothing is clear.
   

Quick rewrite formula (fill-in-the-blanks)

• Headline: We help [audience] [outcome] with [service/category]. Example: “We help SoCal brands grow with boutique web design and marketing.”
  

• Subhead: If you need [pain], we’ll deliver [benefit]—without [common worry]. Example: “If you need a site that sells, we’ll deliver clarity and speed—without agency bloat.”
  

• Primary CTA: Start a project
  

• Secondary CTA: See recent work

Micro-proof that moves people

Pick one:

• A short testimonial (10–20 words) with a name and role

• A mini stat: “Leads up 38% after launch.”

• A recognizable client logo row (4–6 max)

Common clarity killers (delete these)

• Vague headlines like “Innovating the future of solutions.”

• Three CTAs stacked together

• Sliders/carousels in the hero (people won’t wait)

• Stock images that don’t match your audience or industry

How to run the test with real humans

Grab two colleagues (or friendly clients). Show your homepage for 7 seconds, then ask them to write down:

1. What do we do?

2. Who is it for?

3. What would you click next?

If their answers don’t match your intent, revise the headline/subhead/CTA and test again. Two rounds usually get you there.

Wrap-up

Clarity isn’t decoration—it’s conversion. When your homepage passes the 7-second test, ads work better, SEO traffic sticks longer, and your brand feels trustworthy.

At Bare Bones Marketing, we tune homepages for clarity, speed, and conversion—especially for SoCal brands that need a boutique partner, not a big agency. Let’s make your homepage pass the 7-second test. If you need help - contact us!