The Home Page is the most important page on your web site and the hardest to do. It is often the first page someone sees, the first impression of your business, so to speak. But remember, you don't want it to be the only page they see. And herein lies the challenge.

It takes only ten seconds or less for most first- time visitors to your Web site to decide if it's worth their attention.

What do they want to know in those few seconds? What is the site about? Does it have any value? Will it solve my problem? What do I have to do to find the information I need or make a purchase?

People who use the Internet are usually impatient. Do you really want them to sit through a flash intro without a "skip intro" link, read instructions on how to best view the site or distract them with dancing bunnies? I don't think so. The back button on the computer is like the channel button on the television remote control. Something else is only a quick click away.

As a Web designer, it is my job to make sure those 10 seconds deliver something of value to the viewer.

The first page is the most important in any web site. It is necessary to have a page that doesn't waste time. It needs to load quickly, get directly to the point and be clear about what the viewer needs to do next.

Remember, people go to your web site because of what they can get from it. Ten seconds is all you have to convince them that you have what they need. Make your ten seconds count!

Case Study: Market Street Art Center

The "Home Page Challenge" was put to the test earlier this year during a major redesign for the Market Street Art Center.

Some background - starting out as Market Street Studios, this historic former factory building was converted to artist studios and a gallery in 2002. Over the years Market Street Studios grew, added the Art & Soul Gift Shop, more studios, another gallery, and changed its name to Market Street Art Center.

With the decision to establish itself as a not-for-profit organization, legal and financial rules made it necessary to create separate Web sites - because the gift shop and art studio rentals are taken care of by entities other than the non-profit organization.

We already had a successful and much used Web site as measured by web stats and comments by visitors to the Center. The challenge was to find a solution that worked for both current users and new visitors.

We resisted the temptation to put too much information or repeat information on the Home Pages because it would confuse and overwhelm the viewer. We found a solution that lets each individual business shine and better market their particular products and services:

• Art & Soul with unique gifts, distinctive jewelry and original art by local and regional artists;
• Market Street Studios highlights the benefits of renting a studio and added a list of available studios;
• and the Market Street Art Center, where something is always happening, has a "What's New" section to help direct visitors to what they are looking for - gallery shows, art classes or artist activities.

We kept the format similar on all three sites, color coded to match their logos and linking all three through the top banner. This provides an an easy way to move between the sites. Everything is marked clearly to guide the visitor to where they want to go.

Reaction so far has been great! Oh no, does that mean even more growth?!

Ok, I know this sounds corny, but I love to vote. Whatever issues I have with politicians and policies melt away when that curtain closes. I believe voting is a privilege, as well as, a duty.

Of course, in a democracy you don't always get your way, but you get your say.

In this country we have the freedom to discuss, disagree, debate, protest, parody and outright make fun of our government without fear of consequence. That is not true everywhere.

So, on November 4th, I urge you to vote -- because you can.

Annette Riley Web Design combines an art background and many years experience working in small business settings.

My clients are small to medium size businesses, which I have watched grow and change over the years. Other clients, locally and around the country, have hired me to do updates and periodic maintenance on their web sites, even though I am not the original designer.

I enjoy helping other business owners grow their businesses. I measure my success by their successes.

You are good at your business. I am good at Web sites. Let's put our talents together! Call or e- mail me so we can talk about your business and how I may be able to help you.