Highlighted by Alexander Towstonog
From How to design award-winning websites by Lasse Kristensen
It probably goes without saying, but it’s very important that your site has a clear value proposition. Why does it exist? What’s the purpose? This should be clearly communicated either explicitly or implicitly. Every design decision should revolve around that purpose. Be concise, cut away anything that might distract from the vision you’ve established. When a user lands on your site, it should be immediately clear what your site does and what your site is going to offer him/her. This could either be an obvious description of its purpose like in the example below. Whatever your value proposition is, it needs to be clear and make sense to your end user.