Don’t Make Me Think, Revisited a common Sense Approach to Web Usability Steve Krug

...but don’t use any more space than necessary.
For most sites,
there’s no need to use a lot of space to convey the basic proposition,
and messages that take up the entire Home page are usually too much
for people to bother absorbing anyway. Keep it short—just long
enough to get the point across, and no longer. Don’t feel compelled to
mention every great feature, just a few of the most important ones.
Don’t use a mission statement as a Welcome blurb.
Many sites fill
their Home page with their corporate mission statement that sounds

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like it was written by a Miss America finalist. “XYZCorp offers world-
class solutions in the burgeoning field of blah blah blah blah blah....”
Nobody reads them.
It’s one of the most important things to test.
You can’t trust your
own judgment about this. You need to show the Home page to people
from outside your organization to tell you whether the design is getting
this job done because the “main point” is the one thing nobody inside
the organization will notice is missing.
Nothing beats a good tagline!™
A tagline is a pithy phrase that characterizes the whole enterprise, summing
up what it is and what makes it great. Taglines have been around for a long
time in advertising, entertainment, and publishing: “Thousands of cars at
impossibly low prices,” “More stars than there are in the heavens,”
1
 and “All
the News That’s Fit to Print,”
2
 for example.
1
 
Metro-Goldwyn-Mayer studios, in the 1930s and ’40s.
2
 The New York Times. 
I have to confess a personal preference for the
Mad 
magazine parody
version, though: “All the News That Fits, We Print.”
On a Web site, the tagline appears right below, above, or next to the Site ID.
Taglines are a very efficient way to get your message across, because they’re
the one place on the page where users most expect to find a concise
statement of the site’s purpose.
Some attributes to look for when choosing a tagline:
Good taglines are