What’s the number one rule for the home page of your website? It’s a pretty obvious one, but you’d be surprised at how many websites fail when tested against it.

When you go to a website for the first time, you want to know one thing: What do you do?

In other words:

– who are you?

– what do you do?

– how will this benefit me or my company?

This should not be difficult for you to address, regardless of your business.

Put it in a prominent place on your home page – or your landing page for whatever demand generation exercise you’re doing – so people can form a quick opinion as to whether what you have can help them. Otherwise they’ll leave frustrated. Why else do you think people typically abandon a home page way more than 50% of the time?

Don’t forget that you know your company well; how could people not know what you do? But you haven’t seen the website for the first time in a long time…