You have 7 seconds. Studies consistently show that's the window before a new visitor to your website, social profile, or any brand touchpoint makes their first judgment call about whether you're worth their time.
Seven seconds. You can barely read a headline in 7 seconds. So what is someone actually taking in during that window?
They're taking in visual hierarchy — what pops first. Colour and tone — does this feel like it's for me? Professionalism cues — does this look like a real business or a side project? One primary message — what is this place about?
Here's the audit. It takes exactly 7 minutes — one minute per touchpoint, setting a 7-second timer before reading anything, just observing.
The 7 touchpoints to audit:
- Your website homepage (above the fold)
- Your Instagram profile
- Your most recent post
- Your email signature
- Your Google business listing or LinkedIn
- Your pricing page or menu
- Your most recent piece of outgoing communication (proposal, invoice, DM)
For each one, ask: In 7 seconds, what is the first impression? Does it match the brand I want to have?
Most people are shocked by what they find when they actually do this exercise cold. Because you've been looking at these things for years and you're blind to how they look to someone seeing them for the first time.