It is important to
set the tone up front. Tell the visitor where they can go and how they can get there, and
do it in a way that is identical on every page. A homepage sets design and usability expectations,
so pick a navigation structure and stick with it.
Company description
As discussed in the previous section, conducting a short conversation on the company??™s
basic purpose and direction can clear the air for first-time visitors. How many times have
you visited a bookstore, and in perusing the shelves, picked up books to read the dust
jackets? A description on the homepage accomplishes the same thing??”it provides the
uninitiated a synopsis of the site??™s content.
The description should be short and clear. A paragraph or two at the most. There is no
need to espouse the corporation??™s gilded history and the kingly bios of the executive team;
save that stuff for the About section. The goal is to educate visitors??”primarily ones who
have never been there before??”on the basics of the business: who, what, and how. Leave
the buzzwords and complicated industry terminology out of it, unless it is crucial for getting
your point across.
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