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This is a big one. On that first screen of your homepage, make it absolutely clear what it is that visitors can expect to find on your site, don't be vague. If, for example, you sell printing services, don't say something horrible like, “Tomorrow's Printing Solutions Today”. Be clear, say something more like, “We Print Business Stationery, Fliers and Brochures”. Be specific and be clear.
*Copywriting online is about being clear, fast and informative.