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Get the software buyer's attention immediately
In his book "Don't Make Me Think", Steve Krug reminds us that most people scan web pages. They don't read them.
Your home page's first sentence should be your most compelling marketing pitch for your software. Large blocks of text are uninviting. Use bullet points to tell your target audience how they'll benefit from owning your software. Use the key words and phrases that your prospects will understand. Don't confuse them with techie talk.
Your web site is your software marketing presentation. Make it easy to navigate. Tell readers immediately if your software will run on their computers. Make it easy for them to buy it, to learn more about it, or to download a trial version.
In Jakob Nielsen's book "Homepage Usability", Nielsen talks about all of the ways that people think of their home pages: Home pages are our magazine covers, our faces to the world, our artwork, the lobby of our building, our company's receptionist, our book's table of contents, the front page of our newspaper, or our sales brochure.
Sell more software
If your goal is to sell software, then your home page is your sales presentation. Get people excited about your applications. Tell them how your software will benefit them. Use your web site to sell.
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