By Heather Martin, Guest Expert Heather Martin is president of SuccessWorks, a new media content strategy and copywriting firm. But, with the myriad of site layouts out there, it's no wonder companies get confused.
Some sites have no home page content at all.
Some sites have a ton of text to scroll through. Not to mention that if prospects aren't familiar with your product or service, there's no text that explains what your company does and how it can benefit them. This extreme is apparent on home pages created by folks who don't want you to click for information. Unless they are really motivated to learn more about the company, the extra scrolling will drive them slowly insane, and they'll surf away. Explain your company's function.