1. Clear goal - If I don't know what the website does from the first look at the home page, I close that tab and move on with my life. 2. Clear feature set - J

1. Clear goal - If I don't know what the website does from the first look at the home page, I close that tab and move on with my life. 2. Clear feature set - Just a basic overview. But once I see the goal and it matches up with what I need, I look for features. 3. Conciseness - As little text as possible while still conveying a point. This is key. Images are good as well, but taken in moderation. 4. Easy to find demo/trial/signup button - Seriously? I don't understand how websites get this wrong. If you want me using it, flaunt it!