Homepage playbook

What the page must do

Must answer quickly:

• Who is this for?
• What does the company/product actually do?
• What outcome does it help achieve?
• What proof exists?
• What is the next action?

Avoid homepage becoming a keyword directory.

Controls that matter most here

• I-02 The site's main purpose and topic focus must be clear P1
• R-01 Show the main answer and intent confirmation early P1
• R-02 The main utility must appear before unnecessary explanation P1
• E-07 Brand name and core description must be consistent across the web P1
• E-06 Ownership, contact details and commercial relationships must be transparent P1