The Grunt Test: Does Your Website Pass?
Half a second—that’s all it takes for someone to judge your entire website. In the time it takes to blink, your visitor is deciding whether to dive deeper or disappear. So, is your homepage ready to stop them in their tracks?
Enter the StoryBrand Grunt Test. Created by Donald Miller, it’s a no-nonsense way to make sure your message lands fast and clear. Ready to see if your site’s passing—or losing out?
What Is the StoryBrand Grunt Test?
The Grunt Test is simple: imagine showing your website to a caveperson with zero knowledge of your business. Could they grunt the answers to these three questions in five seconds?
What does this business offer?
How will it improve my life?
How can I buy it?
If your website doesn’t answer these questions clearly and quickly, you’re likely losing customers before they even know what you’re all about.
Why Five Seconds?
People don’t have short attention spans just because they’re impatient—it’s because processing new information uses mental energy. We aren’t so very different from our prehistoric ancestors: Our brains are wired to conserve energy, avoiding anything that feels unclear or confusing. This is why a simple, clear message on your homepage is critical. Your audience should instantly know what you offer, how it benefits them, and what they should do next.
The Three Questions Your Website Must Answer
To pass the grunt test, your website’s header (the area above the “fold” but really the top of the screen) must answer these questions right away:
Question 1. What Does This Business Offer?
Visitors should immediately know what product or service you provide. It’s tempting to dress this up with clever language, but clarity beats cleverness. You can still be creative, but make sure it’s clear what you’re offering.
How to Do It: Be direct. If you’re a marketing agency, say that. If you offer accounting software, spell it out. The clearer you are, the faster visitors will understand what you offer.
Question 2. How Will It Improve My Life?
The “my” here is the customer—not you. This is where you show how your product or service makes life better for your customers. Instead of listing features, highlight a key benefit or transformation your product brings that will truly help their lives.
How to Do It: Pick the most compelling way your product helps, which is the internal problem it solves. Does it save time? Reduce stress? Help customers achieve their goals? Use everyday language to connect with your audience’s aspirations.
Question 3. How Can I Buy It?
A clear call to action (CTA) is crucial. Many businesses overlook this, leaving potential customers unsure of what to do next. If your CTA isn’t obvious, visitors will leave without taking action. What feels sales-y to you is really a kindness to them.
How to Do It: Use a bold, action-oriented CTA like "Buy Now" or "Schedule a Call Today." Adding a sense of urgency, even by tweaking a word or two, makes visitors more likely to act.
Some Great Examples
Try It!
Before you finalize your website’s header, test it out. Show it to friends, family, or even strangers. Give them five seconds to look at your website, then ask them the three grunt test questions. If they can answer without hesitation, you’ve passed the test. If not, tweak your messaging until it’s clear.
Final Thoughts
Passing the StoryBrand Grunt Test ensures your website is clear and compelling right from the start. If you’re ready to improve your website’s messaging and keep visitors engaged, we can help. We are StoryBrand guides, here to bring message clarity so you can reach your goals. Let’s connect.
Kristy Guthrie is the Founder and Principal Strategist of Bright Light Content where she uses her flair for strategy, and for life, to bring out the best in brands and people.
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