Don't Get Cute with Your Message or Navigation
Common wisdom says that you have about three seconds for site visitors to orient themselves on your site before they get frustrated and click away. Personally, I think the common wisdom is wrong; it's more like 5–10 seconds. Still, that's not a lot of time, and in those critical first few seconds, you must make clear to the user what your site is about and how to navigate it. Clear headline copy is essential, as is navigation that's understandable at a glance. If you're selling something, whether it's a product or a service, don't forget a clear call to action, right on your front page.