Take a look at your homepage. Is there copy about:
- how old your organization is?
- it’s preeminence, being best or being the only?
- a long list of benefits, products or features?
How about paragraphs of text? A confusing message? Or random specialized news articles that most most visitors will not be interested in? If this is what you find it may be time for a refresh.
The only goal of your homepage is to be compelling enough to make visitors want to make another click. You don’t have to sell them on your organization or your product right there on the homepage. The best home pages help visitors quickly identify the path to their unique problem.