A useful home page makes it instantly clear what the site is about

Look at Figure 3-6, the 2005 home page of SBC. Is it instantly clear what their business is?

Web sites must serve both those who already know the company and those who do not. Managers and staff inside a company are often so familiar with the company's history and business that they forget that other people are not. If a web site is going to help a company market itself successfully, it must speak to people who do not yet know the company.

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Can you tell what this company does? A tag line might have helped.

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Figure 3-6 The 2005 web site of SBC had too little information for people who did not already know what SBC did, making it difficult for them to find out at a glance.

SBC merged with AT&T in late 2005. As you can see in Figure 3-7, the new site does a much better job of showing at a glance what businesses the company is in and what it offers.

The tag line doesn't say \"ï what the business is, S^y but AT&T has high name recognition in the U. S.

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The tag line doesn't say \"ï what the business is, S^y but AT&T has high name recognition in the U. S.

Manage Your Account Residential customer» >

/^N Note the lists of specific services.

The page has lots of f ^yj information but very fe complete sentences.

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Figure 3-7 The 2006 web site of SBC/AT&T does a much better job of telling people at a glance what the company and site are all about. www.att.sbc.com

/^N Note the lists of specific services.

The page has lots of f ^yj information but very fe complete sentences.

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Figure 3-7 The 2006 web site of SBC/AT&T does a much better job of telling people at a glance what the company and site are all about. www.att.sbc.com

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