Before your customer scrolls down, they should have a clear understanding of what they are looking at. That's your only goal - get to the point and convert the visitor into a contact. Don't make them think about what they are looking at too hard, or they are gone. To a competing site.
It's amazing how many web design companies don't get this.
Instead they have virtual sales agents running at you or explosions flying at the screen. The company phone number is nowhere to be found without on the site without digging around or clicking on a subpages. There's no explanation as to what cities the company services or where they are located. Look at any industry in any major market and you'll see this.
So what works? This is what I think:
- Name of company and some credibility indicators if applicable. A BBB logo, Angie's List, Twitter and Facebook button, etc. Let them know this isn't your first rodeo.
- In plain English - what you do and where. "Welcome to Bob's Landscaping - Proudly Serving North DFW".
- A call to action/contact info - "Call for a free quote: 555-1224"
If someone really wants to read about how you've been cutting hedges or handling energy audits since 1994, they will look around your site. Most people don't though. Most people just want to know how to contact you as painlessly as possible. Isn't that the point of having a website?
"But that's boring!" some will say...
Exactly. Boring works. Don't make them think.