The most important message a home page must deliver (after explaining what the visitor can do, buy or get on your site) is The Reason for doing business with you instead of your competitors (this is called your Unique Value Proposition). Notice I didn’t say The Reasons for doing business with you.
When a visitor comes to your site, they come there with a specific purpose in mind. Even though it would be fun to just surf around the internet finding new and interesting sites, most of us have pretty severe time constraints. Visitors need to know right away if your site is the place where they can buy the product they want, answer their question(s), or get them the information they need.
Carl and I just finished one of our “discussions” about what works (for our business, our website, life in general, etc). As usual with us, the one with the highest conviction wins. In this case it was the first paragraph of our Ongoing Support (you can find it under the services tab). Carl felt strongly that what I had written was just not punchy enough. It wasn’t making the sale.
I’m going to be starting a series of articles about how Carl and I go about a Conversion Optimization and Website Usability review. Today I’m going to start with how our reports get produced.