There may be no one-size-fits-all answer to this question, but I think there are a few elements of content that belong on just about any Web site's home page. Yet - how often do you
not see them? Here they are.
- A concise value statement that answers the question, "What's in it for me?"
- A concise description of the products and services the company offers
- Images that speak to the pain or gain a visitor will experience after doing business with the company
Too often, companies get wrapped up in the details of the products and services they offer. We solve problems. We innovate. We create. We deliver. We do this. We do that. Visitors come to Web sites to find out what how companies can help them. Try approaching content this way ...
You're feeling pain.
Here's what it feels like.
Here's how we make it go away.
Images are crucially important. They carry more impact than words alone, and stick in the mind longer.
Say you have a bowling alley Web site. A picture of a bowling ball or a sterile interior shot is a waste of space. But how about a group of young adults (or whatever the target audience is) laughing it up, having a great time on the lanes? It follows the formula ...
The pain. You're working your tail off trying to make ends meet.
How it feels. You need some relief or you don't think you'll be able to go back to work tomorrow.
How we fix it. Coming to our bowling alley with a group of friends will recharge your batteries. We're not happy unless you are! We're all about fun, friends, and family - and an evening here won't break the bank, either.
You can talk about your alley's sophisticated score keeping technology, your well maintained, state of the art lanes, etc., to your heart's content. Just not on the home page. Once readers are engaged, they'll explore your site to the extent they crave details. But if the home page doesn't engage them, all the information in the world won't persuade them to do much of anything.
