First page of a commercial service web site - explain what you offer or win the visitor's trust?
If you have a web site describing some type of a commercial service, where customer trust is a deal-breaker (e.g. construction work company), which perception model is more common among visitors:
a) see what they offer first >> decide if I would trust them or not/ decide if they match my personality so that their work would fit my taste
b) decide if I would trust them or not/ decide if they match my personality so that their work would fit my taste >> check whether they offer what I am interested in?
The answer to this question would imply what should be on a website's first page - content focused on credibility and lifestyle fit or content focused on what services are being offered, at what price, in which locations, etc.
A is most common
Typical information architecture of a commercial service site homepage:
- Something catchy – e.g. main value prop, tagline, and/or large visual
- Products and services highlights
- Social proof – e.g. testimonials, recognizable client logos, etc.
- Lead acquisition form