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After all, it's not a given that the home page will be the first page that the visitor sees, particularly if they have found you via a search engine.

Then make sure that you list your bullet-pointed guarantees. Visitors have to understand why you are different from the rest, and why they should deal with you and not your competitors. And as we've discovered, they have to understand this pretty much instantly.

Lastly, make sure that your site has a funnel-like structure. Identify your important pages - usually the "call to action" or purchase pages - and make sure all roads lead to those pages. Your internal links - like their external equivalents - should describe the target page. If you sell blue widgets, don't call your products page "Products", call it "blue widgets", and make sure that the links pointing at this page also say "blue widgets". This will not only help the search engines identify and rank the most important pages in your site, it will also lead your visitor to that all important conversion.