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Chapter-7

The Big Bang Theory of Web Design

The Importance Of Getting People Off On The Right Foot

Summary

Chapter 7 focuses entirely on the home page, which Steve Krug calls “the most important page on your site.” The home page must accomplish multiple crucial tasks simultaneously: establish site identity, communicate the site hierarchy, provide search functionality, show featured content and deals, provide shortcuts to popular areas, and answer the fundamental questions “What is this?” and “What can I do here?”

The challenge is that everyone in the organization wants space on the home page, leading to compromise and clutter.Successful home pages prioritize clarity over comprehensiveness, use the “Big Bang Theory” approach where the site’s purpose is immediately obvious, and resist the urge to promote everything equally. Above all, the home page must convey the big picture at a glance.

key Points

Why Home Pages Are So Critical

  • The home page is like the front door and lobby of a building—it sets expectations for everything else
  • It’s usually the first page visitors see and forms their first impression
  • It’s where people go when they’re lost or want to start over
  • More people see the home page than any other page on your site
  • It’s the one page every stakeholder in the organization cares deeply about
    “This makes it a political battleground for screen real estate”

Essential Questions the Home Page Must Answer

  • Users arrive at your home page asking critical questions that must be answered immediately
  • “What IS this?” – What does this site do? What’s it about?
    “The site’s identity and purpose should be instantly clear”
  • “What can I DO here?” – What are my options? Where can I go?
    “Show the range of what’s available without overwhelming”
  • “Why should I be here—and not somewhere else?”
    “Communicate your unique value proposition quickly”
  • “Where do I start?” – What’s the most important thing on this page?
    “Create a clear visual hierarchy that guides the eye”

The Home Page's Essential Tasks

  • A home page is the hardest-working page on any site—it has multiple jobs to do
  • Site identity and mission: Convey who you are and what you do
    “Tagline is crucial here—it should be clear, not clever”
  • Site hierarchy: Show what the site contains and how it’s organized
    “Navigation should reveal the scope of the site”
  • Search: Most important feature for many users
    “Make it prominent and put it where users expect it (top right or center)”
  • Teases/Featured content: Highlight timely or important content
  • Content promos: Show what’s available deeper in the site
  • Deals/Timely content: Show what’s new, on sale, or time-sensitive
  • Shortcuts: Quick access to frequently used features
  • Registration/Sign-in: For sites requiring accounts

The Big Bang Theory: Conveying the Big Picture

  • Everything on the home page should contribute to answering “What is this site about?”
  • Users should “get it” within seconds of arriving—the purpose should be obvious
    “The Big Bang Theory of Web Design: When I look at a home page, it should be self-evident, obvious, self-explanatory.”
  • Don’t assume everyone knows who you are or what you do
    “Even well-known brands need to explain their site’s specific purpose”
  • Use all available tools: tagline, welcome blurb, visual design, featured content

The Tagline: Your Six-Second Pitch

  • The tagline next to your site ID is one of your most valuable pieces of real estate
  • Should appear next to or near the site logo at the top of every page
  • Must be clear and informative, characterizing the whole site
    “Good: “Expert advice for do-it-yourselfers””
    “Bad: “Bringing people and technology together” (too vague)”
  • Should differentiate you from competitors
  • Maximum length: About 6-8 words
  • Be specific—avoid generic marketing speak
    “Clear beats clever every time when it comes to taglines”

The Welcome Blurb: Setting Context

  • A short description near the top of the home page that explains what the site is about
  • Should be 25-40 words maximum—any longer and people won’t read it
  • Use plain language, not marketing-speak
    “We help small business owners find affordable health insurance” ✓
    “Leveraging innovative solutions to empower next-generation outcomes” ✗
  • Should answer “What makes you different?” not just “What do you do?”

Home Page Design Challenges

  • Home pages face unique pressures that make them difficult to design well
  • Everyone wants their content featured on the home page
    “This leads to compromise, clutter, and loss of clarity”
  • The home page often becomes a battleground between stakeholders
  • Trying to promote everything means nothing stands out
  • Design by committee often produces confusing, cluttered results

    “When you try to please everyone, you please no one”

How Much Can You Fit on a Home Page?

  • There’s always pressure to add more content to the home page
  • The answer isn’t “as much as possible”—it’s “as much as will still be clear”
  • The test: Can users still understand the site’s purpose at a glance?
  • Every additional element dilutes the clarity of the whole page
  • White space is not wasted space—it helps users process information
    “Breathing room makes important elements stand out”

Persistent Navigation on the Home Page

  • Home page navigation can be slightly different from other pages
  • It can include more options since users expect choices on the home page
  • But it should still be recognizable as the same navigation used throughout the site
    “Users should feel confident about where they’re going”

  • Don’t make home page navigation radically different—it confuses users

Pull Me, Push You: Competing Priorities

  • Home pages must balance two competing goals: helping users and promoting content
  • Pull: Users arrive looking for something specific—help them find it
    “Clear navigation, prominent search, obvious choices”
  • Push: Organization wants to expose users to certain content
    “Featured products, news, promotions, new content”
  • Good home pages balance both without sacrificing clarity

  • When in doubt, prioritize helping users accomplish their goals

Key Takeaways

  • The home page must convey the big picture—what the site is and what users can do there
  • Users should understand the site’s purpose within 3-5 seconds of arrival
  • A clear tagline next to the logo is one of the most important elements on the page
  • The home page is not the place for clever marketing language—clarity wins
  • Don’t try to promote everything equally—it results in visual noise and confusion
  • White space is essential—it gives the eye resting points and makes important things stand out
  • Test your home page with fresh eyes: Show it to someone for 5 seconds and ask what the site does
  • Resist the urge to cram everything onto the home page—prioritize ruthlessly
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