You’re passionate and knowledgeable about the work you do, but sometimes that gets in the way of convincing others how important it is. More than half of the visitors to your website will spend about 15 seconds on your homepage or any other page for that matter. Holy crap! I think many sites will fail this test.
What’s the key to breaking this? Show more, tell less. Show what your mission/product is. Show your impact. Show the reader what action they need to take. The rest is icing.