There are a few universally true things:

1. People need to know you exist.
2. It should be easy for you to explain the product/service you provide.
3. The benefit/value of your product can be summarized in a few sentences.

Answering the following questions will give you a starting point.

Industry details

1. Explain your market.
2. What problem are you addressing?
3. How does your solution uniquely address the problem?
4. Who are your competitors?

Company details

1. What is [product name]? What does it do?
2. How did [company] get started? What inspired it?
3. What product(s) do you currently offer?
4. What features differentiate you the most?

Customer details

1. Explain your ideal customer.
2. How do you create value for your customers?

Testing frameworks

1. Find people who match your ideal customer profile and ask them to review your homepage with you in real time. Ask your network to connect you to people they know.