Many businesses fall into a simple trap on their websites: they load up the front page with paragraphs and paragraphs of information important to the company. “What’s wrong with that?”, you might ask. Simply put: your visitors don’t care.
Your front page should focus on what’s most important to your site’s visitors, not what’s important to you. Get rid of the splash page of friendly, smiling stock photos. Get rid of the paragraphs of “About” text that no one will read past the first sentence (yes, your story is compelling; you can tell it to your customer in person after you’ve delivered a quality product/service).
Give your website a purpose. Give customers a reason to visit it, and help them find it immediately when they arrive.