Each second of your website should pull your prospect closer to a call to action.
If the first 7 seconds of your website focuses on the problem your business solves
And more importantly
What solving that problem means to your ideal prospect
Any remaining time spent on your homepage
Should be laser-focused on your answer to that problem
Culminating in the form of a call to action.
If your homepage can do that from the get-go
It can pull your prospect down the page
Closer and closer
Line by line
To solving their specific problem
With the click of a button