Make sure you open an external link and PDFs in a new tab/window. It's good website usability.
However you feel about Microsoft, they hit the nail on the head with their Windows App Development Store homepage.
Notice how they’re asking the visitor who they are and giving them a choice. They’re not telling the visitor who they are.
This is a example of excellent web design…focusing on your visitor and not yourself. No one cares about you, they only care about their problems and if you can fix them.
I especially like the “I build iOS apps” button. Microsoft is not denying the fact that this is a huge market and worthy of first placement.
Find out who is your target market and market to them…directly.