WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES
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Purpose and goals of the homepage
A company??™s homepage will juggle more responsibilities than any other page on the website.
It must maintain a fine balance between clarity and catchiness, objectivity and
marketese, information and propaganda. Since many first-time visitors will land on an
internal page when they initially find the site (either from an external link or a search
engine result), it must be easy to return to the homepage since people will gravitate there
to gain a better perspective of the company. It is a useful point of orientation before
digging deeper.
Like all things design-related, there is no magic, one-time formula that guarantees success
with your site??™s flagship page. And like all things marketing-related, what works today is
not guaranteed to work tomorrow. Different businesses in different industries marketing
to different audiences need to say different things. As you can see from Figure 5-1, selling
iPod accessories to teenagers is drastically different than selling DICOM viewing software
to radiology labs, just as selling outsourced prison management services is a world away
from selling small business copywriting services.
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