AIM - Be on target, have a good AIM
What is the AIM of your site going to be?
Do you want your visitors to subscribe to a newsletter? Buy a product? Take part in a competition? Learn and follow tutorials?
Identify the "always in mind" principal for your site.

Benefit your visitor
What benefit will your site offer over your competition? If you can make your site unique, then you give your visitors a real reason to visit your site, and return. Tie in the AIM to the benefit to the customer and you're sorted.

This small piece of information is important enough to deserve its own page.