You are not missing a thing, marker. From downstairs, there's little signage.

Remember the following rule:

If you are flying United, enter near the cab-stand at the left of the terminal (as you are facing it), and the check-in area will be on your left at the top of the escalator. If you are flying most everyone else, you enter at the cab-stand on the right of the terminal, and most of the desks are up the escalator on your right (but not all).

Tom