Here is something new that I have not seen before. Rex & Co. have an agreement where you convert home equity into cash. The “loan of cash” is paid back when you sell your home or in 50 years whichever happens first. You pay no interest or make any payments, you pay at the end of the agreement. You are selling a portion of your equity in the home. That could amount to much more than what you received in cash at the start of the agreement. What would you call that?
William brought up Seth Godin’s “Blow up your homepage” entry. What do people expect when they click a URL? First and foremost it would have to be information. Either that page 
moves them through an entry point or they can click/search for further information. It would seem to be like an encyclopedia. You look up the entry, get the volume and start scanning the information to see what is relevant, look at the acknowledgements and proceed. Using the Oxford English Dictionary on-line gives you a similar experience without turning pages. You can just search and click. There are two keys here.
- A focus on what you want, exactly. They say that to get the answer you have to form the proper question.
- A good search facility for your site. The best sites have search results highlight the phrase when you move to the different pages.
All of that said Seth has said something that won’t go away easily. What should a homepage look like?
Tinfoiling 