Here’s a simple test to see if you’re homepage needs to be redesigned. Find someone who doesn’t know what your business does or what you have to offer. Show them your homepage for 5 seconds. Ask them what you do.
If they can’t tell you what your business is and one or two of your major products or services you may need to redesign your homepage. There should be no ambiguity as to what your organization does. If you sell cars put a picture of a car and say that’s what you sell. If you are a bank, use the word “bank” even if internally you are a multi-tiered, adaptive, integrated, globally scoped financial service and currency broker.
Web designers should know better, even if clients or managers don’t. The web is not made for people with attention spans. Even people who can sit for days reading thousand page novels will ditch a web site in a matter of seconds if the navigation and content are not clear and straightforward.
Clear, simple, effective communication should be a goal. If your homepage reads like a loquacious member of the marketing department wrote it you may be losing out on a lot of potential business. Remember, clear and simple.