What’s your business hook?

I was doing some reading on usability stuff and thought I’d check out our homepage. Pretending that I know nothing about what we do and then reading all the text on the front page, I asked myself: How does a user use us? Is it an online service or is this a marketing site for a manual service that we provide via phone/email whatever? After reading it a couple of times, there is no way of ever knowing. Yes, there is the take a tour, but that’s already one click away from the homepage, and most people don’t scroll or go a level deeper then the homepage unless they already know what they are looking at is of interest to them. One can argue that the front page is a “teaser”, or a hook to gain a persons interest, but looking at the studies done, people don’t browse like that. The hook is not “Could this be of interest to me? I should find out more” but “This is of interest to me. Show me more.”