Home Page Design and the Blindfolded Cheese Salesman

Seth Godin writes about the difficulties with home pages. In a previous post I mentioned that a homepage is like an introduction before launching in to a discussion. The simple pleasantries that are the beginning of any civilized conversation. A quick "Hi, my name's Joe and I'm a cheese salesman."

The problem - and the reason Seth can not find decent home pages - is that this introduction is done blindfolded. Someone approaches, but you have no idea who they are or why they've arrived until after the conversation has begun. They could be your oldest and most valued customer, or a prospective client, or your boss, or your mom. Until the conversation begins the only thing you know is someone is standing there.

The blindfold is not a problem for the small business owner or the site that caters to a very specific niche. You know that the people are approaching because they want something and want to know if you're the one to deliver it.

"Hi, my name's Joe and I'm a cheese salesman."
"Hey, that's great. I'm thinking of buying some Havartti"
"Oh, wonderful. We've an excellent Havartti assortment. Let me show you..."

The blindfold begins to become a problem when your range of products and services grow, or when you're suddenly confronted with more than one audience.

"Hi my name's Joe and I'm a cheese salesman. What type of cheese would you like today?"
"Um - I'm actually a shareholder. I just wanted to know how cheese sales went last quarter."
"Oh. uh. Yeah. We've got that. Hang on a second while I search for that info..."

"Hi my name's Joe and I'm a cheese salesman. What type of cheese would you like today?"
Fred who was looking for a cheese grater, not cheese, walks away. Not realizing that Joe also sells cheese graters.

"Hi my name's Joe and I'm a cheese salesman. What type of cheese would you like today?"
"Hi Joe - it's Sally."
"What type of cheese would you like today?"
"Um.. Joe. It's Sally."
"What type of cheese can I get you?"
"No Joe, it's Sally_Gruberman, password ********."
"Sally! Hi how are you? Did your mom like the cheese platter we sent last week? I've got an excellent article on pairing wine and cheese that I know you'll love."
"That's great Joe - thanks."

Most try to compensate for the blindfold by crying out everything and anything they have to offer, turning their home page into a cacaphony of information that would rival the busiest of street markets.

"Joe here - I've got havartti, gouda, chedder all kinds of cheeses! I have cheese plates, cheese knives and graters of every shape and size! Books about cheese! Want to know what wine goes with what cheese - we've got the answers! Listen up to Joe's cheese punditry! Wanna hear about cheese? Listen to the Joe's Cheese Podcast. All cheese all the time. Cheese news. We've got late breaking cheese news! Attention members of the cheese of the month club. New cheese available. Wanna join the cheese of the month club. Listen up for details..."

So what's a blindfolded cheese salesman to do?
I'll post a few ideas shortly, but please feel free to carry on the discussion - either in the comments or elsewhere.