- Be clear about the problem you solve for your visitor
- Why is it important that this problem be solved
- Be clear on what you want your visitor to do
- Do not use it as a place to talk about you
- Do not make your visitor have to think too hard
- Show them the path 1-2-3 (make it easy)
- Have a clear call to action
- Less is more – you don’t have to say everything
- Give stuff away to collect email addresses
- Don’t use too many words – let images speak