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.
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.