Questions to test your homepage clarity

When someone lands on your homepage, they usually have one main objective: to quickly figure out whether your product or service is for them. But how do you know if your homepage is hitting the mark? Here are six critical questions to test your homepage’s clarity and ensure it communicates effectively with your ideal customer.

1️⃣ If your ideal customer only reads the hero section, would they say, "This product is built for me!"?

The hero section is often the first (and sometimes the only) thing visitors will read. It needs to speak directly to your target audience. If a potential customer doesn’t immediately feel that your product is relevant to them, they may bounce off your page, wondering if they’re in the wrong place.

Your hero section should be crystal clear on who you serve. Use language that resonates with your ideal customer and makes them feel like they’ve found exactly what they need. The goal is to have them nodding along, thinking, “Yes, this is for me!”

2️⃣ If your ideal customer only reads the hero section, would they understand what the product does?

Clarity trumps cleverness every time. The primary reason people visit your homepage is to figure out what your company does. If your hero section is vague, filled with buzzwords, or too abstract, you’re creating unnecessary friction. Visitors shouldn’t have to guess what your product is about. In just a few seconds, they should know what you offer and why it matters.

Ask yourself: If someone skimmed just the hero section, would they understand your product’s value proposition? If not, it’s time to simplify and clarify your messaging.

3️⃣ Within the first two scrolls, would a visitor know what problem you're solving?

People don’t buy products; they buy solutions to their problems. Your homepage needs to clearly articulate the problem you solve early on. Within the first two scrolls, your ideal customer should be thinking, “Wow, that’s exactly what we’re struggling with!” If they can’t see the connection between their pain points and your solution, you risk losing their attention and trust.

Use this area to showcase your understanding of your customer’s challenges and present your product as the answer. This helps establish credibility and positions you as the expert who gets their situation.

4️⃣ If visitors skimmed only the headlines, could they explain the product to a peer?

The reality is that most visitors won’t read every word on your homepage. Instead, they’ll skim the headlines to get the gist of what you’re offering. Your headlines should be clear, concise, and easy to understand, even when read in isolation. If someone could only read your headlines, would they be able to explain what your product does to a friend or colleague?

Good headlines not only capture attention but also communicate key ideas. Don’t rely on the body copy to do all the heavy lifting; make sure your headlines are powerful enough to stand alone.

5️⃣ If a prospect only scanned the images in each section, would they have a good idea of what the product is and what it does?

Visuals play a huge role in how information is absorbed. Even if your copy is clear, it’s the combination of images and text that truly helps your message stick. If someone were to scroll through your homepage and look only at the images, would they still have a good understanding of your product and its benefits?

Images should reinforce your messaging, not distract from it. Each visual element should serve a purpose, whether it’s demonstrating a feature, highlighting a benefit, or guiding the reader’s attention to important information.

6️⃣ If a non-ideal prospect read the hero section, would they think the product might be for them and scroll down to check?

Strong positioning isn’t just about attracting the right audience; it’s also about filtering out the wrong one. Your homepage should be so specific in its messaging that non-ideal prospects quickly realize the product isn’t for them. If a non-targeted visitor is intrigued enough to keep scrolling, it could indicate that your positioning is too broad.

The goal is to be clear about who you serve and who you don’t. This level of clarity not only saves you time but also helps improve the quality of your leads, focusing your efforts on those who are a good fit.

Final Thoughts: How to Apply These Questions

These six questions offer a practical framework for assessing your homepage clarity. Even an internal review based on these questions can help you sharpen your messaging and improve the effectiveness of your site. However, the best results come from getting feedback directly from your ideal customers.

Here’s a suggestion: Test your homepage by asking your target audience these questions. Their insights can reveal blind spots and help you refine your messaging even further. After all, the clearer your homepage is, the easier it is to convert visitors into loyal customers.

By focusing on relevance, clarity, problem-solving, simplicity, visual alignment, and strong positioning, you can create a homepage that not only grabs attention but also drives the right kind of action.

Remember: A clear homepage is a powerful homepage.