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For UK financial advisers use only. This information has not been approved for use with customers. If you are a customer, please go to

Use an attention-grabbing message on each page for each audience

On your homepage, check that the first thing that visitors see, hear or read is something that convinces them to stay on your site.  Keep this message simple and single-minded.

See below how Empire has done this. 


In this example it's clear they’re aware that their target audience can be a bit overwhelmed by the complexity of the Health Insurance market.

In this case a clear and sympathetic statement of help and support is a compelling reason to read on.

Creating your own single-minded message/headline

Decide on what should be the most important message that you want readers to come away with.

Remember that your reader is only interested in one thing. 'What's in it for me?'