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This is your homepage.  The best advice is to put the main BENEFITS to your customers in bullet point form so that they can quickly find what they are looking for.  Work out the main reasons why people use your services, and present them as solutions to your prospects.  You should spend time getting your “most wanted action” worked out.  Is it that they pick up the phone and call you?  Download a report?  Sign up to your mailing list?  Leave a review? Sign up for your Facebook/Twitter feeds?  An RSS feed?  

It can help to give your users “personas”- JACK IS 37 YEARS OF AGE, HE SHOPS AT WAITROSE, AND HAS 2 TEENAGE GIRLS..HE WORKS NEAR TO YOUR BASE AND HE WANTS A SIMPLE JOB DONE WITHIN HIS WORKING HOURS….JILL IS 45 AND IS A SENIOR MANAGER IN XYZ INDUSTRY.  SHE HAS A CLASSIC CAR AND IS TERRIFIED ABOUT GETTING RIPPED OFF AND LOOKING SILLY… you get the idea?  Think about them and work your site around THEIR needs.

Most internet users spend around 1 second deciding (subconsciously) to stick on the page or to “twist” and move on.  Elements such as pictures, graphics, fonts and a layout that leads the eye to where you want it go are also features of websites which pass the 1 second test.  There are design rules about this kind of thing.  That said, most of us know when things are wrong, but most of us don’t know why…

We are a diverse bunch.  We process information in different ways.  Some of us are trusting, and others not.  Some of us are in a hurry, others are detail bods and will drill down all information.  

The best sites have information presented in different formats, such as on page, video, audio, and pictures.  Some of us like visual textures, and most of us like a colour coded approach to differentiate key elements- navigation elements one colour, content another, and links in a different colour that stands out from the content.  What words best describe your business?  Innovative, dependable, helpful, great value, specialist, attentive?  Make your own list.  


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