The 5-second comprehension test, done right

The 5-second comprehension test, done right
"Make a strong first impression." [DEPENDS] Vague advice that spread because it's unarguable and useless. The truth: first impressions are about comprehension, not polish. Run the real test:
— Show the page to someone unfamiliar for 5 seconds, then hide it.
— Ask three questions: What does this company do? Who is it for? What can I do here?
— If they miss any one, your hero is failing regardless of how pretty it is.
— Fix the missed answer in the headline or subhead, not the visuals.
— Re-run with a fresh person. Don't reuse subjects; they've cheated by seeing it.
The nuance: a gorgeous page that fails the three questions is a failure with good lighting. Comprehension is the impression that matters; everything else is grooming on top of it.