Veteran copywriter Nick Usborne discusses how to assess the copy on your site's home page. The article, appearing on the UIE site and on ClickZ, discusses how to assess your home page in terms of focus on new visitors as well as those that are returning. Most sites focus only on returning visitors, but you may need to give equal attention to new visitors that may become customers as natural turnover and attrition of existing customers will require you to keep bringing in new sources of revenue.