You have just seconds to convey this five things on your website home page.
What do you do? – What product or service do you offer
Who do you do it for? – Niche Market
Where do you do it? –Geographical Area
What is in it for me?- Benefit Statements
Why you do it? -What is your value statement
You have seconds to impact the viewer to make them look further into your website otherwise they just go on to the next website.
People need an emotional connection to DO something. You need to fill a need with the viewer/potential client.