When searching the internet for a service or product browsers will be inundated with choices. Making that first good impression therefore needs to be instant.
The message you wish to relay to potential customers must be instant and clear. Your homepage is where they will decide whether to find out more about your business or go elsewhere.
Headlines should be descriptive advising the browser of what your business has to offer and indicate what the subsequent section of text relates to. This enables them to identify the information on your site which is applicable.
Brief and Relevant text
All text should be kept as brief as possible. Small amounts of text are easier to digest on screen therefore every word must be of relevance.
The pages of a site should be linked together in a logical and clear manner enabling browsers to switch between one page and another without becoming lost.