If it doesn’t get you in the door, you’ve lost an opportunity before you even know it exists. Your home page should remind prospects why they’re there, and get them to the specific information, product or service they need as quickly and intuitively as possible. Your prospects’ time is valuable. The content, design and navigation of your site should let them know you understand that.
“Offer up something they need to know.”
Your prospects really aren’t interested in you. If you want them to open the email, go to your site, or follow you on social media, you have to offer information that is valuable to them, that can help their businesses. For customers, your products and services are a means to an end. If you start with that end, your prospects will connect the dots back to your solution.