Homepages are the most valuable real estate in the world. Each year, companies and individuals funnel millions of dollars through a space that's not even a square foot in size. For good reason. A homepage's impact on a company’s bottom line is far greater than simple measures of e-commerce revenues: The homepage is your company's face to the world. Increasingly, potential customers will look at your company's online presence before doing business with you -- regardless of whether they plan to close the actual sale online.

The homepage is the most important page on most websites, and gets more page views than any other page. Of course, users don't always enter a website from the homepage. A website is like a house in which every window is also a door: People can follow links from search engines and other websites that reach deep inside your site. However, one of the first things these users do after arriving at a new site is go to the homepage. Deep linking is very useful, but it doesn't give users the site overview a homepage offers -- if the homepage design follows strong usability guidelines, that is.
Following are ten things you can do to increase the usability of your homepage and thus enhance your website's business value.

Make the Site's Purpose Clear: Explain Who You Are and What You Do
1. Include a One-Sentence Tagline
Start the page with a tagline that summarizes what the site or company does, especially if you're new or less than famous. Even well-known companies presumably hope to attract new customers and should tell first-time visitors about the site’s purpose. It is especially important to have a good tagline if your company's general marketing slogan is bland and fails to tell users what they’ll gain from visiting the site.

2. Write a Window Title with Good Visibility in Search Engines and Bookmark Lists
Begin the TITLE tag with the company name, followed by a brief description of the site. Don't start with words like "The" or "Welcome to" unless you want to be alphabetized under "T" or "W."

3. Group all Corporate Information in One Distinct Area
Finding out about the company is rarely a user’s first task, but sometimes people do need details about who you are. Good corporate information is especially important if the site hopes to support recruiting, investor relations, or PR, but it can also serve to increase a new or lesser-known company's credibility. An "About <company-name>" section is the best way to link users to more in-depth information than can be presented on the homepage.

Help Users Find What They Need
4. Emphasize the Site's Top High-Priority Tasks
Your homepage should offer users a clear starting point for the main one to four tasks they'll undertake when visiting your site.

5. Include a Search Input Box
Search is an important part of any big website. When users want to search, they typically scan the homepage looking for "the little box where I can type," so your search should be a box. Make your search box at least 25 characters wide, so it can accommodate multiple words without obscuring parts of the user's query.

Reveal Site Content
6. Show Examples of Real Site Content
Don't just describe what lies beneath the homepage. Specifics beat abstractions, and you have good stuff. Show some of your best or most recent content.

7. Begin Link Names with the Most Important Keyword
Users scan down the page, trying to find the area that will serve their current goal. Links are the action items on a homepage, and when you start each link with a relevant word, you make it easier for scanning eyes to differentiate it from other links on the page. A common violation of this guideline is to start all links with the company name, which adds little value and impairs users' ability to quickly find what they need.

8. Offer Easy Access to Recent Homepage Features
Users will often remember articles, products, or promotions that were featured prominently on the homepage, but they won't know how to find them once you move the features inside the site. To help users locate key items, keep a short list of recent features on the homepage, and supplement it with a link to a permanent archive of all other homepage features.

Use Visual Design to Enhance, not Define, Interaction Design
9. Don't Over-Format Critical Content, Such as Navigation Areas
You might think that important homepage items require elaborate illustrations, boxes, and colors. However, users often dismiss graphics as ads, and focus on the parts of the homepage that look more likely to be useful.

10. Use Meaningful Graphics
Don't just decorate the page with stock art. Images are powerful communicators when they show items of interest to users, but will backfire if they seem frivolous or irrelevant. For example, it's almost always best to show photos of real people actually connected to the topic, rather than pictures of models.

Dimensionality
Print design is 2-dimensional, with much attention paid to layout. It is obviously possible for the reader to turn the page, but substantial interplay between different spreads is rare. Typically, each view is a design unit created for a fixed size canvas - often a big canvas when designing newspapers or posters.
In contrast, Web design is simultaneously 1-dimensional and N-dimensional.
A web page is fundamentally a scrolling experience for the user as opposed to a canvas experience. A small amount of 2-dimensional layout is possible, but not to the extent of creating a pre-planned experience with a fixed spatial relationship between elements. Users often begin scrolling before all elements have been rendered, and different users will scroll the page in different ways throughout their reading experience.
Precise placement of elements on a web page goes against the nature of HTML and can only be achieved to an approximation for pages that are able to adjust to different window sizes. Thus, 2-dimensional relationships between page elements are less important than 1-dimensional relationships (what's early on the page; what's later on the page).

Navigation
The N-dimensional aspect of web design follows from the hypertext navigation that is the essence of the Web. Moving around is what the Web is all about. When analyzing the "look-and-feel" of a website, the feel completely dominates the user experience. After all, doing is more memorable and makes a stronger emotional impact than seeing.
In print, navigation mainly consists of page turning: an ultra-simple user interface which is one of the printed medium's great benefits. Because page turning is so limited, it is often not even thought of as a design element. In contrast, hypertext navigation is a major component of web design, requiring decisions like
appearance of links
how to explain where users can go and where each link will lead
visualization of the user's current location
information architecture

Response Time, Resolution, and Canvas Size
Print is immensely superior to the Web in terms of speed, type and image quality, and the size of the visible space. These differences are not fundamental. We will eventually get:
bandwidth fast enough to download a Web page as fast as one can turn the page in a newspaper
screen resolution sharp enough to render type so crisply that reading speed from screens reaches that of paper
huge screens the size of a newspaper spread - in fact, I think that newspaper-sized screens are about the limit where it may not make sense to make screens any larger
For the next ten years or so, the differences will remain and will dictate restrictions on web design: less graphics, smaller graphics, shorter text (since it is unpleasant to read online), less fancy typography (since you don't know what fonts the user has installed), and less ambitious layouts.
Even when we get perfect hardware in ten years, it will continue to be necessary to limit the word count since users are more impatient online and are motivated to move on. It will also be necessary to design web information for small-canvas layouts since portable devices will retain small screens even as we get huge screens in the office.
I predict that new, non-window-based screen management techniques will appear that will allow more interesting utilization of the future huge displays. A bigger display doesn't simply imply larger windows, even though some systems currently promote the notion of "maximization" as the ultimate user goal.

Multimedia, Interactivity, and Overlays
Print can stun the reader with high-impact visualization, but the online medium ultimately wins because of the user engagement that is made possible by non-static design elements. The Web can show moving images under user control and it can allow the user to manipulate interactive widgets. In the future, it will also be possible to use alpha-channel blending and overlay multiple layers of information.
Basic web technology easily allows an interactive map of Chile where the user can click on a city or region to go to a specialized page with more in-depth information. An even greater amount of engagement follows from a more closely integrated interactive visualization where pointing to objects results in explanations or expansions in context, possibly using pop-ups, overlays, or voice-over. Such highly interactive information graphics require the use of non-standard technology and are therefore not currently recommended on mainstream web pages, but they can be used in specialized services and will hopefully become a common part of the Web's future.

Respect (no, Relish) the Differences
Anything that is a great print design is likely to be a lousy web design. There are so many differences between the two media that it is necessary to take different design approaches to utilize the strengths of each medium and minimize its weaknesses.
Print design is based on letting the eyes walk over the information, selectively looking at information objects and using spatial juxtaposition to make page elements enhance and explain each other.
Web design functions by letting the hands move the information (by scrolling or clicking); information relationships are expressed temporally as part of an interaction and user movement.
With better hardware, differences in terms of appearance and layout may diminish. At the same time, more powerful software and a better understanding of interactive information objects will increase the differences in terms of interaction and user control. Current web designs are insufficiently interactive and have extremely poor use of multimedia. It is rare to see a web animation that has any goal besides annoying the user.
Print design is highly refined, as evidenced by glancing through the recent book of award-winning designs. Web design is impoverished because too many sites strive for the wrong standards of excellence that made sense in the print world but do not make sufficient advances in interactivity.