The three questions every homepage must answer
What do you do, who is it for, and what happens next. Everything else on the page is supporting material.
A homepage has one job: get a stranger to the right next page. It does that by answering three questions fast enough that they do not leave first.
What do you do?
In plain words, without the category noise. "We build websites and software for growing businesses" beats "We craft transformative digital experiences" every time, because the first one is a sentence a person could repeat to a colleague.
If your headline would work equally well on a competitor's site, it is not saying anything.
Who is it for?
Naming your audience is not narrowing your market — it is how the right visitor recognises themselves. A page that speaks to everyone reads as though it was written for nobody.
What happens next?
One primary action, repeated where it makes sense, and a secondary path for people who are not ready. A page with six equally-weighted calls to action has none.
Primary: the action you actually want, phrased as an outcome
Secondary: the way to keep looking without committing
Nothing else competing at the same visual weight
Everything else — the metrics, the logos, the process diagram — exists to make those three answers believable. If a section does not support one of them, ask what it is doing there.