The first screen should orient someone who knows nothing about the company yet. An abstract slogan may look impressive but fail to explain what you actually do.
Formulate three pillars
Name the audience, the task and the type of help. Then add a clear action: choose a service, compare packages or describe the situation. Do not try to list the whole catalogue in one sentence.
Check the meaning without the design
Read the heading and subheading separately from the image. Is it clear what is offered and to whom? Show the text to someone outside the project and ask them to explain it in their own words. Do not hint at the answer before they react.
How to edit the first-screen promise
Read the heading on its own and describe what the company does in plain words. If the subject of the work cannot be understood from it, refine the subheading or the wording itself. Check words such as “guarantee”, “best” and “everything”: what real grounds and limits lie behind each one? Do not add a measurable result just to sound persuasive. It is more useful to explain the specific task the team handles and the conditions for getting started. The first screen should match the content of the services and not force readers to abandon their first impression as they move further into the site.
How to test the copy on someone unfamiliar with the project
Show the screen without any introduction and ask them to explain whom the company helps, with what, and where they would click next. Do not correct their answer during the test. If they choose the wrong service or expect a different result, note the reason and change the specific phrase. One answer is not research into the whole audience, but it helps reveal obvious ambiguity. Repeat the test with a fresh reader rather than persuading the same person that your intended interpretation is the only correct one.
What to check
- Remove words without a concrete meaning.
- Align the promise with the actual service.
- Choose one main call to action.
- Check readability on a small screen.
Example situation
A phrase about help with relocation, housing and documents gives more orientation than a promise of “a new level of opportunity” without explanation.
Next step
A good first screen reduces uncertainty and helps visitors choose the next section, without trying to sell everything at once.
Official information on this topic
Checklists and examples are organisational recommendations. Requirements depend on the procedure, the city and your situation; check them with the relevant office before you act. Please discuss legal and tax questions with an authorised professional.
This article was prepared with the help of AI. The example illustrates the approach and does not describe a client case.