[zray]

A few hastily written tips of my own:

- Respect the fold. Users do scroll more but they spend far more time above the fold than below.(http://www.useit.com/alertbox/scrolling-attention.html)

- Use a grid, then break it when you want to get people's attention.

- Don't be afraid of repetition, multiple CTAs on a page make it easier for users to take the next step.

- Typography is more than fonts, use scale and weight for contrast and heirachy (http://www.papress.com/thinkingwithtype/text/hierarchy.htm)

- Make the first click as easy as possible. The user should be able to see what's important on the page at a glance, and the required action should not be obstructed by unnecessary choices.

- Use Fireworks. It's got great workflow, asset management, vector tools and prototyping features. It plays nicely with Photoshop, Illustrator and Flash but is cheaper than any of them. (http://www.webdesignerdepot.com/2010/08/7-reasons-why-i-choo...)