It's like...

THE MOST IMPORTANT THING!!

So how do you do that?  There are a number of things you can do...

Firstly, make sure the words are short and to the point, and they talk to the need or problem of the customer arriving at the website. 

In this example:

The customer is a person who has tattoos, they love their tattoo and want to look after it.  So those four words say:

• I understand that your tattoo is your art
• Your body art is important to you
• I take your body art seriously
• I have a product that will look after your tattoo

This is gold, so all people that have tattoos will be instantly drawn in to scroll or click....

Then you need to have great images that talk to the target market.

And then it needs to be super obvious what they can do next to find out more.

to summarise:

That first viewing on the website needs to state:

• What you are selling (product or service)
• How you will meet the viewers need or fix a problem
  

P.S. it's not about you and how good you are - that comes later.