A homepage has 5 seconds to convince each first time visitor that the website has what they searched for. Studies in homepage user behavior show there is a 10 second window to provide additional clues to convince them to stay. It is vital to begin by answering questions they have, such as expertise, customer service, competitive value and meeting their requirements. For your return visitors, their expectations are different, but they still require easy access and reasons to return or refer your service.
This quick “do you have what I need” user behavior is why we recommend that the top half of a web page should provide enough details to keep your first time visitor on the page.