On your homepage, check that the first thing that visitors see, hear or read is something that convinces them to stay on your site.  Keep this message simple and single-minded.

See below how Empire has done this. 

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In this example it's clear they’re aware that their target audience can be a bit overwhelmed by the complexity of the Health Insurance market.

In this case a clear and sympathetic statement of help and support is a compelling reason to read on.

Creating your own single-minded message/headline

Decide on what should be the most important message that you want readers to come away with.

• Keep it short, succinct, clear, ideally benefit-led and single-minded.
• Is it your USP/value proposition/competitive advantage?
• Does it explain that you can solve their problems/fulfil their need better than anyone else?
• Does it position you as an expert in this field, and worthy of their trust?
• How should your content support your brand positioning?

Remember that your reader is only interested in one thing. 'What's in it for me?'