Anatomy of a Home Page

Also, says Burke, remember your brand image when designing your home page's "kicker" spaces (the larger, clickable sections of the page). Both what you say inside these kickers, as well as the language used to say it, carry strong brand implications.

Products and Promotions

Brand comes into play again in your selling space. Burke proposes using promotions only if your message speaks to such offers. If it does, have both your pictures and copy match your message.