I’ll take the liberty of paraphrasing a few of his best points:
- Define your site’s purpose in five words or less. (What are you trying to accomplish? Keep it simple.)
- Put a great headline at the top of the first page, something with a powerful emotional “hook.” (A big problem, a shocking statement, a huge benefit.)
- Get a big benefit “above the fold” (before the visitor has to start scrolling down the page).
- If you’re building a mailing list, get your signup box “above the fold.”
- Strip away pointless graphics, photos and Flash animation.
- Make sure your subheads are so compelling, they force the visitor to keep reading.
- Read your copy out loud. It helps you zero in — and eliminate — the stuff that’s boring, unclear, or unnecessary.