Like it or not your website will have an increasing influence on the success or otherwise of your business. Gone are the days of presenting your website as a digital version of your company brochure - this simply isn't good enough.

Your website now has to have one of two core purposes, to sell directly or to capture visitor details as a means of lead generation.

Web years are like dog years and you need to review your site regularly to determine if it is as 'fit for purpose' as it should be and within this you have to ask yourself whether a visitor to the site will get the reward for their effort in visiting.

People go online for solutions, for information that will meet their needs and desires or alleviate their fears. They don't go online to find out how old your company is! 

So put yourself in the seat of your prospect. What are they likely to have searched for in order to find you? Once you've established that make sure that where they land on your site (and don't assume that this should be the 'Home' page) use the exact phraseology on that page that they used to do the search with. 

By making the landing page as relevant as possible they will stay longer and you'll have more chance to capture their information as a means of achieving the site's objective of lead generation.