What makes a website “better” or more effective than another? I’ll explain with 2 web design examples from companies in the same industry. Specifically, I’ll focus on the first part of the homepage: the part “above the fold”. This is what people see before they scroll. Ideally, your website answers 3 questions in this area before people have to do anything:

1 what is this?
2 who is it for?
3 what’s unique, interesting or engaging (in other words, why would someone want to learn more and stay on your website)?

These two accounting firms offer the same thing, but it would be hard to tell that without really looking to find out what the one example site is even about.