Your website is losing clients before they scroll.
Not because it looks bad. Because it makes people think.
Here's the fix, and it takes 5 seconds to test
@designershumor Some clients really are like that ๐
We once had someone send feedback like they were grading a high school essay.
Long paragraphs. Tiny word corrections. No comments about the design, only focusing on line per line, word per word.
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The 5-second test:
Open your homepage. Ask someone who didn't build it three questions: what does this company do, who is it for, what should I do next?
If they can't answer without scrolling, fix the message before you touch the design.
Your website is losing clients before they scroll.
Not because it looks bad. Because it makes people think.
Here's the fix, and it takes 5 seconds to test
This is the StoryBrand framework by Donald Miller.
The visitor is the hero. They have a problem. You have the solution.
Your website is the bridge between the two.
When that structure is in place, your site stops being a brochure and starts closing deals.
The rest of the page has one job: answer the objections already forming in their head.
Problem โ Solution โ Social proof โ Stakes โ Repeat both CTAs.
In that order. Every time.
Question 3: What do I do next?
Use two CTAs, not one.
Primary โ for the 10% ready to buy now. "Book a call." Top-right nav + below the headline.
Transitional โ for the 90% not ready yet. "See case studies." Low stakes, keeps them close.
Question 2: What do you offer?
Describe the outcome. Not the service.
Weak: Full-service web design agency. Strong: A website that turns visitors into clients, built in 30 days.
One makes them feel something. The other makes them hit Back.
Question 1: Who are you?
Not your company name. Your positioning in one line.
"We build Webflow sites for B2B SaaS companies" answers it.
"Innovative solutions for modern businesses" answers nothing.
The 3 questions every homepage must answer:
Who are you?
What do you offer?
What do I do next?
If a stranger can't answer all three without scrolling, you have a clarity problem, not a design problem.
People don't read websites. They scan.
Left to right. Top to bottom.
You have 5 seconds above the fold to answer 3 questions.
Most B2B sites answer zero.