Clarify what the site offers
A stranger should know what you do, for whom, within five seconds.
What it means
Clarity measures whether the hero section instantly answers 'what is this, who is it for, and why should I care'. Clever slogans and jargon score low; concrete statements score high.
Why it matters
Visitors give a new page a few seconds. If they can't tell what you offer, they don't scroll further or click anything — every other improvement on the page is wasted.
How to fix it
- Rewrite the hero headline to the formula: what you do + for whom + the outcome ('Wedding photography for couples who hate posing').
- Add a one-sentence subheadline with the concrete benefit.
- Replace industry jargon with the words customers actually use.
- Show, don't claim: one product screenshot or photo of the service in action beats a paragraph of adjectives.
- Test on someone outside your industry: can they repeat what you offer after five seconds?
Helpful tools
- Our conversion score tab
Not sure if this affects your site? Analyze your website for free or compare it with a competitor.
Related guides
- Add the viewport meta tag: One line of HTML that makes your site render at mobile width instead of zoomed-out desktop.
- Add a clear call-to-action: One obvious button that tells visitors exactly what to do next.
- Add trust signals: Reviews, guarantees, and credentials that make strangers comfortable buying.
- Show social proof: Numbers and voices of other customers — 'Join 4,000 teams' beats any slogan.