Your website is one of your most important properties. If you've built it right, it provides your visitors with valuable information about the goods and services you offer. It should also give them a glimpse at how you're different. Apart from online reviews of your business, your home page might be one of the first places prospective customers interact with your brand. If they arrive on your web page, you've piqued an interest. Not only are they looking for something, they're evaluating you as a provider of something they want. They're quickly moving from being aware of you to considering you, or moving on to someone else. Are you helping them make that final decision to work with you? Are you actively building trust, answering questions, and ultimately converting visitors on your website? Read on.