Usually in the middle of websites or at the beginning of the website, such an effect is used to display the capabilities of the website in a few words. This effect is horizontal and first a word or a short title is written and then this word goes horizontally to the left and a phrase is written sliding in front of it. Also, all the texts in this post are gray.


HTML
<!-- This script got from www.devanswer.com -->
<p >Escape</p> 
<div> 
    <span style="
    margin-bottom: -8px !important;
    /* float: right; */
    display: block;
">into amazing experiences</span>
</div><div id="bcl"><a style="font-size:8pt;text-decoration:none;" href="http://www.devanswer.com">Developers Answer</a></div>
                        

CSS
@import url('https://fonts.googleapis.com/css?family=Roboto:300');
body {
  text-align:center;
  background:linear-gradient(141deg, #ccc 25%, #eee 40%, #ddd 55%);
  color:#555;
  font-family:'Roboto';
  font-weight:300;
  font-size:32px;
  padding-top:40vh;
  height:100vh;
  overflow:hidden;
  -webkit-backface-visibility: hidden;
  -webkit-perspective: 1000;
  -webkit-transform: translate3d(0,0,0);
}
div {
  display:inline-block;
  overflow:hidden;
  white-space:nowrap;
}
p { /* For increasing performance 
                       ID/Class should've been used. 
                       For a small demo 
                       it's okaish for now */
    animation: showup 7s infinite;
    display: inline-block;
    font-size:32px;
    margin:0;
}
div {
  width:0px;
  animation: reveal 7s infinite;
}
div:last-of-type span {
  margin-left:-355px;
  animation: slidein 7s infinite;
}
@keyframes showup {
    0% {opacity:0;}
    20% {opacity:1;}
    80% {opacity:1;}
    100% {opacity:0;}
}
@keyframes slidein {
    0% { margin-left:-800px; }
    20% { margin-left:-800px; }
    35% { margin-left:0px; }
    100% { margin-left:0px; }
}
@keyframes reveal {
    0% {opacity:0;width:0px;}
    20% {opacity:1;width:0px;}
    30% {width:355px;}
    80% {opacity:1;}
    100% {opacity:0;width:355px;}
}