No, this is not your prospect’s first time around the block, but it is their first time around your block.
No matter how niched down your audience
If you want your website visitor to get what you do quickly
Start with the fact that the business words you are speaking
Are not your audience’s first language.
See if this helps:
Write to the person who just landed on your website
Who is struggling with a problem.
That first problem being
Can this website help me?