We've all come across small business websites that contain lots of text on the home page...and, we've all been to websites of globally-recognized brands with home pages that have very little content. Perhaps the logic behind this dichotomy is the reason most small business owners say they "need more content" on their homepage. Well, sometimes too much of a good thing is a bad thing.
You should think of your homepage as the gateway to your business. This is your chance to make a first impression and convey what you’re all about. And, the amount of content should match your marketing strategy. Maybe your value proposition is simplicity – in that case, just a single login makes sense (for evidence of this, check out dropbox.)
Use this as a guide: Your homepage content should be long enough to clarify who you are, what you do, where you’re located (if you’re local), your value proposition, and what visitors should do next. These visitors should leave satisfied, not overwhelmed or underwhelmed – and certainly not confused.