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Writing a Business Web Site’s Home Page

Your business web site’s home page must be all things to all users who visit, whether it is their first time or not.

For the benefit of new visitors, a home page must provide a snapshot of who you are and what visitors can do on your web site. Your first one to three paragraphs should give a quick overview of your products/services.

For returning visitors, the home page must serve as a place to navigate through your web site, announcing new developments and directing your users to popular or useful pages on your site. Anyone who is returning to your web site, already has an interest and will most likely go directly to the section of the site they are interested in.

That’s why your home page should include teasers for the inside pages of your site. For example, you could have a tip of the week, linked to a web page on your site with an article explaining it. Good navigation (list of links to the four to eight most essential web pages on your web site) is essential.

For both new and returning visitors, make sure you have a prominent place for a featured product or service include a one or two sentence description with a link to a page with more detailed information (i.e., service/products page, catalog).

In addition, add a testimonial from a satisfied customer/client. The quote from the customer can be a link to a case study if appropriate.

Also make sure the title of your web site incorporates any keywords you think visitors might use to search for your product or service on the Internet. Search engines decide how to categorize pages largely based on the home page title and first heading text.

Now, what a business web site home page is not:

• A home page is not the place to include a long description of your business. This copy should be incorporated on an “About Us” or “Company Information” page.
• A home page is not the place where you list and sell all your products. You should have a products and services page.
• A home page is not the place to include the full text of your announcements and press releases. Just include a teaser with a link to the web page with the full text.

Your home page is the most important page of your business web site. Be sure to include the relevant information to entice visitors to work their way through your site to find the information they are looking for. Most importantly, keep the information on your home page current and updated.

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