The first screen of the journey should promise a benefit in just a few interactions, rather than describe you. The title indicates what the person will gain. The subtitle alleviates fears that it will be long and complicated. If the screen focuses on the business instead of the client's benefits, the first interaction simply won't happen.
What Should the Title Say?
The outcome worth clicking for. Not the company name or the year founded, but what the person will take away. The client came from an ad looking for a solution, not for an introduction.
Poor: "Nail Studio. Operating since 2015." Good: "We'll find the perfect manicure for your case in three questions." The first talks about you, the second promises a result to the client and indicates the entry cost in interactions.
Why is a Subtitle Necessary?
To reduce friction. People fear a long form or a call, and the subtitle should preemptively counter that.
"A couple of questions, no calls, we’ll reply on WhatsApp" works better than "Leave a request." It indicates how long it will take and what the outcome will be, making it easier for the person to take the first step.
The Main Mistake: A Screen About You, Not the Client
The temptation to describe yourself is strong, but visitors don’t care how long you’ve been in the market. What matters to them is whether you can help with their task and how quickly. Every word on the first screen should be checked with the question, "What does this mean for the client?"
Mate gathers the cover and the end of the journey itself; your only creative task is the questions. But you create the words on the first screen, and they are what earn the first tap.
How to Test Your First Screen?
Show it to someone who doesn’t know your business for three seconds and ask what you offer. If they can’t answer, the screen is about you, not the client. Rewrite it and show it again.
Frequently Asked Questions
How many words should be on the first screen?
The fewer, the better: a short title and one line for the subtitle. People don’t read the screen; they scan it in a second, and extra words only hide the main point. If you can’t fit one clear thought plus a clarification, you’re trying to say too much at once, and you should remove everything except the benefit.
Should you mention the price on the first screen?
Usually, no need to state the service price, but it’s worth mentioning the entry cost: how many questions and what the outcome will be. "Three questions and an answer in chat" is also a price, just in interactions and minutes. It alleviates the main fear of a lengthy process, helping the person to start.
How does the journey title differ from the website title?
The website talks about the company, while the journey leads to action. Therefore, the journey title promises not "we are the best," but a specific result in just a few interactions. It’s closer to an ad than a homepage: one thought, one promise, no menus or sections around. Everything extra nearby only distracts from the one necessary action.
What to do if there are many services with different benefits?
Don’t try to fit everything on the first screen. Highlight one common benefit that brings people to you, and let specific services be clarified through the journey questions. The first screen sells the fact of starting; details are gathered later, where responses are easy and one at a time. One benefit at the entrance is always stronger than a list of five.
Should you promise a response speed?
Yes, if you can deliver it. "We’ll reply on WhatsApp today" reduces anxiety and encourages starting. But a promise you don’t keep works against you more than not having it at all. State the timeframe you can meet even on a busy day. It’s convenient to set working hours in WhatsApp Business, so outside those hours, the client receives an auto-reply instead of silence.
