The 7-Second Test: Can Your Homepage Copy Pass It?

Hirak Borah
Jul 2
2 min read

You’ve got 7 seconds. That’s how long most visitors spend deciding whether to stay—or bounce.

Is your homepage doing its job?

Why 7 Seconds?

Studies show users form an impression of your brand within first 3 to 7 seconds of landing on your website. If your homepage copy doesn’t immediately:

Tell them what you do
Show what makes you different
Guide them toward action…

They’re gone.

✅ What Makes Homepage Copy “Pass” the 7-Second Test?

Here’s what your homepage needs to communicate above the fold (before they scroll):

1.Who you are (Positioning)

Example: “PageWork is a content, editing, and branding studio helping businesses write better, sound sharper, and grow faster.”

2.What you solve (Benefit Statement)

Not what you offer, but what they gain.

“We help you turn vague content into confident messaging that converts.”

3.What to do next (Clear CTA)

A button like:

“Book a Free Consultation” or “Request a Quote”

Try the 7-Second Test (Right Now)

Open your homepage.
Set a timer for 7 seconds.
Ask a friend or team member:
- Can you tell what this business does?
- Who it’s for?
- What to click next?

If the answers are fuzzy—rewrite your copy.

Common Homepage Copy Mistakes

Using clever taglines instead of clear positioning
❌ “Writing made better”
✅ “Expert content writing & editing services for growing businesses”
Having too much text before any CTA
Making the CTA vague

❌ “Learn More”
✅ “See Our Editing Services”