What should you say on the home page of your website? There is nothing more fundamental to a website than the immediate first impression, the message the visitor receives the instant they arrive at your site.

If they don’t connect emotionally in some way, they will be gone quicker than you can say “but I have something to show you.”

Your home page is the most important page on your website. It is that critical point where the visitor makes the stay or leave decision. They are not going to buy from you, look at what you have to offer, or contact you if they don’t feel engaged.

So, what is the crucial objective you want to achieve? You want to catch their attention and here’s how.

It is much easier to get someone to listen if you first indicate you understand their problem. You have to communicate that before you should tell them how you can help them. So here is the simplest advice I ever heard to achieve this:

On a home page, the words “you” and “your” should appear more often than “we” and “our.”

That’s it. Or at least that’s a good start. Make sure that the initial words on your site, the first thing your visitors see, is about them, not about you.