Prospects need to clearly understand what your product is, how it helps fix their problem and how to easily get it. Talking about your company’s history and “welcome to our website” on the home page is not telling your potential customer anything to help them make a purchase decision.
What problems are we solving for our customer? How are you making your customer’s life better by them buying your product or service? Good messaging is specific and concrete, addresses a well-defined problem and identifies the solution.