The first screen chooses an audience, a situation, and a next action that deserve priority.
The first screen has one central job
Visitors first decide whether to continue. A clear person should recognize their situation within seconds and understand what the next step offers.
Grand visions, feature packed subtitles, and several competing buttons can obscure the connection to a current problem.
Choose the first reader
A product may serve users, buyers, and administrators. Choose the reader best able to recognize the problem and move the process forward.
Write an internal constraint: "This screen first helps [audience] experiencing [situation] continue reading." Specific blanks make later writing easier.
A useful structure
A first screen usually needs four elements:
- A recognizable situation.
- A clear outcome with realistic promises.
- A sentence explaining how the product achieves it.
- An action suited to the current level of trust.
An early product can invite people to view an example or a two minute demonstration. A mature product may emphasize a trial or purchase.
Fulfill the promise below
Continue with visitors' questions: how it works, where it fits, how it differs from existing methods, what evidence exists, and what starting requires. The page becomes a connected conversation.
A good first screen gives the right person a reason to take one more step.