When someone arrives on your website, it should be immediately clear to them what you do.

It should also say, simply, why they should buy your product.

It should sell.

In other words, it should work like a really good ad.

So why don’t more homepages look like one of these?

parker-pencil-greyer-ad
va-currant-buns-paul-arden-saatchi-saatchi-ad
jack-frost-spout-advert
ibm-3-letters-ad

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