Apply the Rules You Already Know

In order to keep the viewer from clicking on the dreaded Close box or Back browser button, the landing page of your Web site should do all of the things that a catalog cover does. It should grab attention, communicate the brand and positioning and what kinds of products you offer, create interest and intrigue, explain any offers, and in many instances sell a product. Many home pages I’ve critiqued do not do this as effectively as the company’s catalog covers—especially when it comes to communicating what they sell.