Does Your Website Pass the 5-Second Test?

Did you know that 55% of visitors spend less than 15 seconds on your website? This stat is so important because it means that you don’t have a lot of time to draw them to your website! First impressions are everything, and this is a very small window for you to turn your visitors into leads and, eventually, clients.

How Do You Give the Test?

It’s really simple to give this test, so anyone can do it! Initially, you go to a coffee shop or somewhere public and ask a stranger for just a minute of their time. After that, pull up your phone with your company’s website and then tell them that they have 5 seconds to figure out what your company does and then tell you what they think. Simple enough, right?

If they can immediately tell you correctly what your company does, that means that the website passes the test. If they say something along the lines of “I think your company does XYZ…,” but they don’t give a definitive answer, that means that you have a lot of work to do on your website homepage copy! That’s fine, though! As we always say, it is about trial and error and finding what works best for your business!

Once again, the reason we only give people 5 seconds to check out your website is that we know that is all that it takes! It takes less than a second to make a first impression on someone, and the same goes for your advisor’s website. You have 5 seconds to turn a visitor into a potential client or to lose them.

Examples of Advisors Passing the 5-Second Test:

We work with so many amazing clients, so we think that everything about their websites is awesome. However, some of them are really excelling when it comes to passing our 5-second test! Check them out below to see for yourself!

1. Divorce Financial Solutions

Within a second of landing on the homepage of Divorce Financial Solutions, you can immediately tell what they specialize in. The first part of the text that you see boldly says, “Avoid financial mistakes in your divorce.” The line below that, “Work with an expert in divorce finances,” is the next that you see.

You not only can see it’s about assisting those that are going through a divorce but seeing the word “finances” immediately in the next line, you can tell that it is a financial advisor.

We also love the hero image that they have chosen because even though they work with people when they are going through a hard time in their personal life, you get a sense of peace and serenity with this image and know that everything will be smoother sailing in the end after working with this advisor!

2. C.L. Sheldon & Company

We love the website of C.L. Sheldon & Company because not only are we huge fans of niche marketing, but they pass the 5-second test with flying colors!

Their homepage has amazing imagery that definitely tugs at your heartstrings when you see a son hugging his dad in it, but you can tell that they specialize in finances for both the active and retired military not only with this patriotic image but also in their text, “Fee-only Financial Planning and Wealth Management For Active and Retired Military Members.”

Only 1% of the population in America serves in the military, and we like their tagline, “100% Focused on the Other 1%.” It is a very small niche but an extremely important one that requires special attention, and you can tell by working with C.L. Sheldon & Company that you will be getting the attention that you deserve!

3. Rx Wealth Advisors

Right away, you see that Rx Wealth Advisors is an advisory firm that specializes in working with physicians and those that work in the medical field.

When you see their homepage, you immediately see the word doctor, which lets you know that they specialize in working with the medical field. One of the advantages of working with niche marketing is that you do often understand the website that you are approaching when you click on the page because you come to the page already knowing what you are looking for.

You also get a sense of ease right when you click on the homepage that your advisor truly wants the best for you. The tagline, “You’re a Doctor Forever. But That Shouldn’t Mean You Have to Work That Long,” shows that they know you work incredibly hard as a physician, so you should be able to enjoy your retirement.

Examples of Websites that Don’t Pass the 5-Second Test:

The websites below are by no means bad websites! They serve their purpose. However, they don’t quite pass the 5-second test as it takes a bit more searching to find out what they do.

1. Thiel Foundation

This homepage for the Thiel Foundation is very simple and to the point, but would it pass the 5-second test?

As you see in the above image, it says what they support, such as science, technology, and long-term thinking about the future. However, you can’t tell what they actually DO in 5 seconds.

2. Berkshire Hathaway Inc.

Even though Warren Buffet is one of the richest men in the world, his investment company, Berkshire Hathaway, Inc., is hard to decipher at first glance.

The website looks quite outdated and just contains links that you can click on, but it doesn’t really tell you anything about what you will be getting when you come to this homepage. You would have to click on several of the links to figure out what this website is all about. Therefore, it would not pass the 5-second test.

Check Out This Video:

In the below video, Chief Evangelist for FMG Suite, Samantha Russell, shares some tips on how to best give the 5-second test and how to ensure that your website passes!

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