It brags, offers multiple options, and mentions all of the publisher's services or publications. It gives copy, visual, and option distractions. It talks about the many different features it possesses. In short, it confuses the prospect on what to do and where he or she should go. That's why 89 percent of visitors to a home page have navigation problems and 79 percent leave frustrated.
Many sites have a wealth of information for the subscriber.
But prospects may become confused quickly if they click and can't find what they want. Many of the choices on your site, such as the site map, FAQs, and the opportunity to subscribe to other publications, are areas that can be placed further into your website after the prospect has been hooked on the issue that initially brought him or her there. Always come from the standpoint that it's his or her first visit to your site. An axiom in websites is to make copy as quick and short as possible. But as with any successful marketing, if you don't tell enough to show prospects why it's in their best interest, they won't respond.