The 15-Second Rule
On a landing page, you have less than 15 seconds to capture the viewer’s attention. This is known as The 15-Second Rule.
This is why it is so important to avoid word vomit all over your page. The more word vomit you have on your page, the better chance of losing your viewers. With that being said, imagery ultimately matters the most. However, make sure you’re not using cheesy photos. You have to use good stock images to keep their attention, or (if you’re a photographer), just take the picture yourself.
Pro Tip: If you don’t have the ability to take the photo yourself, check out iStock and Adobe Stock for good quality stock photos. Adobe has great stuff, and it's built right into Photoshop and Illustrator. In fact, inside of those design tools, you can wire right up to Adobe Stock, search for what you want, and drop an Adobe-watermarked image in without having to buy it upfront (until you know you want to use it). Personally, I like using Adobe because if you do end up buying one of their stock images, it will immediately update to your project.
What's the goal?
Don’t forget, you only have 15 seconds to grab the viewer’s attention. Think about it: The goal of a landing page is to get the viewer to the message as quickly and easily as possible. Make sure to keep your landing page simple but still informational. No pressure.
