The most important thing you can do on the home page of your website, among the myriad of items that need to be considered, is tell the people 'what you do and who you do it for'.

Make the top paragraph on your home page a succinct statement saying what you do - simply, clearly, in layman's terms. No matter who lands on your home page, they need to know that they are in the right place. And that your website is going to answer their query, solve their problem, help them.

No fluff. Avoid jargon and don't talk about yourself.

Include an image or video, but make sure it tells the story, supports the story of 'what you do and who you do it for'. Not a picture of you, not a picture of your office.

Keep the copy lightweight, and speak the language of your customers - not your industry.

And make sure that navigation around your site is clear and simple. So they can take the next step, and read about you, your company, your products and services, buy, call, phone, visit..