Participate in the next Webflow Challenge!

The 15-second rule

Are you aware of the 15-second rule? I explain to you what it is and the importance of respecting this rule.

Updated on


the 15-second rule
Photo by Liana Mikah on Unsplash

Are you aware of the 15-second rule? It is a concept that Seth Godin wrote in his book This is marketing. In fact, if you are interested, you can get them on Amazon. As for me, I'll explain what it is. I also give you the importance of respecting this rule and some tips that can help you.

What is the 15-second rule?

In 15 seconds, you must capture the attention of readers! But how? Simple, but delicate: don't go around the circle, but get to the point. In other words, you must quickly present what you are doing/your services/products on the first page of the site (or at least in the first lines of each page of the website).

If your site is not clear enough, visitors will not stay long. Put yourself in their shoes. If they are surfing the Internet, it is probably because they are looking for something specific. If your site does not contain what they are looking for, they will not waste their time there; they will simply search elsewhere.

That is why it is extremely important to attract their attention as soon as possible. In 15 seconds, they should already have an idea of what you are proposing.

the 15-second rule
Photo by Andrii Podilnyk on Unsplash

Why must we respect the 15-second rule?

Seth Godin talks about it at length in his book, but I will only talk to you about the main lines that I remember and that marked me. Anyway, everything about it is very interesting, especially for us web designers. Let me explain:

Currently, there are a multitude of websites on the web. Distinguishing oneself from others is thus more difficult and complicated... However, it is quite possible thanks to the 15-second rule.

Especially since there is the rise of mobile telephony at the expense of PCs. Indeed, smartphones are used twice as much as computers to surf the web. Of course, surfing the Internet with a mobile phone is convenient. But in the face of this, website designers will have to be more careful; even on mobile phones, websites must be even more attractive. Thus, the 15-second rule is still valid!

There is a Youtube video in which I describe this at the bottom of the article. Support me by subscting to the YouTube channel "Happy Desk Design"

the 15-second rule
Photo by Toa Heftiba on Unsplash

How do you do this?

You are probably unaware of the existence of the:

  • headline court ;
  • long headline.

Everything depends on these two elements.

The short headline, as its name suggests, only contains a few characters. Like any title, it must be striking and attractive.

As for the long headline, it must obey a certain rule. At first glance, it seems like a long, boring sentence. If you've ever thought that way, think again! Now, remember that the long (and short) headline could have a significant impact on visitors. In fact, it is divided into three main parts:

  1. the nature and nature of the problem that Internet users may encounter
  2. the plan, the solution you propose to them
  3. the purpose
the 15-second rule
Photo by Allie Smith on Unsplash

Let us take a very concrete example. We don't need to go any further, just go to the happydesk homepage. Do you see the long headline?

  1. the first part: your business doesn't have a minute to lose
  2. the second part: happydesk is a 5-step process....
  3. finally, the third: position yourself as a leader in your market

Now that you know what the 15-second rule is, there is no excuse for an unattractive site. As we have just seen, this concept is of paramount importance. I even showed you how to do it;)

YouTube: The 15-second rule

YouTube link: https://youtu.be/xyFUKkvN2D0

Come back to this page whenever you want. Have you found any advice that I might have forgotten when writing? If so, what are they? Leave a comment below or email hello@happydesk.be
Kevin Palombo Happy Desk
Kevin Palombo, Happy Desk Manager

Most entrepreneurs have an inefficient website lacking a clear message. So I proposed a 5-step process to create a custom and coherent website to achieve your goals. See Happy Desk

Are you a freelancer? Join our Webflow community. There, we talk about websites, designs, business, and a lot more. The community is growing hugely and will definitely offer you a piece of advice helpful to develop your business. It's this way.

Sign up and check outmy online method.

Coffee break

4 items you might like


Register here to receive the free Discovery Training

Start by taking the Discovery Training, where you will learn the basics of Webflow and a taste of what to expect in the Start Weblow training.

Start the free training