This book, however, does just the opposite, spending only a few necessary pages on the Internet itself, leaving the bulk of the book to Internet selling. Lewis has written 19 books about effective copywriting for sales and advertising. His background with copy and design lets him look at the Internet not as a marvel of technology, but as another way of communicating with words and images. Lewis starts with a brief description and background of the Internet, and then charges into comparisons with television, yellow pages, classified and display advertising and outdoor advertising. After a quick read of your home page, visitors should understand what you're trying to accomplish.
Clarity is key.
If you don't know what you're trying to accomplish, nobody else will either. By definition, your home page provides links to the rest of your Internet information. Make those links clear and concise, but never dull. They take too long to download. That's the kind of content you put on other pages, where visitors are more likely to wait.