My theory is that a business’s home page should first of all make it clear who the company is and what they’re selling.
If you’re a company that’s new or different, you won’t fit into the templates. The templates will obscure what is unique about you.
Here’s what I did for TorrLube, a small company that for twenty years has been selling a specialty lubricant called PFPE to the semiconductor industry for $5,000 a pint.
TorrLube was disappointed in their website’s lack of success–virtually zero online sales.
Here’s how I consolidated their info into a fast first-page explanation:
