Your Home Page Is a Direct Response Page
http://www.nickusborne.com/articles_art5.htm

Usborne, Nick
ClickZ
2002

Abstract:

Visitors don't come to our sites to 'browse' or 'surf' - they arrive with a set of questions in their minds. They have a task to achieve. They want to get something done. When a visitor's needs are that specific, you can't afford to ignore those needs and spend your first screen talking about your wonderful company or organization. You don't have time. Your visitors won't allow you the time.