When I visit a site, I look for the impression the site is giving me, without reading any content. I want to see if within the first few seconds, if I can guess what they are selling. The golden first impression.
Visually I knew I was in the beauty industry. Then I started looking at the content… After reading the home page, I was lost. I had know idea what they sold or what they had to do with the beauty industry.
Upon reading every page of the site, I realized they were a consulting company and they specialize in the beauty industry. I had to read every page before figuring that out. I had to read every page because I was doing an analysis.
Your customers won’t take the time to go past the first page… If you’re not crystal clear about what you’re offering.