Well Done

Now you understand the problem with many web site home pages. They are not focussed on what the customer wants. They give irrelevant information, a multitude of choices and, quite often, the route to what the prospective customer wants is not obvious.

I call this the "Roundabout" style of web site. Imagine driving up to a roundabout with several exits. You want to go to the zoo but you can't see an exit sign for "zoo". You drive around the roundabout several times before giving up and going elsewhere.

It's important to guide the customer towards the right web page as quickly and easily as possible. Don't provide exits that let him escape.

Typical "exits" include:

• Adverts that link to rival sellers *
• Links to other web sites
• Delaying tactics such as "Read our Terms" or "Register to use our shopping cart".

Also make it clear where you are based. If, for example, you are in the USA and you don't ship elsewhere, provide a link that says "Click here if outside USA". That link can direct the visitor to a site that sells outside the USA and earns you a commission.

* If you are NOT selling anything but want people to click on advertising links, you need to funnel your visitors towards them without too many distractions. Avoid having adverts on the home page. Instead, put clear links to information pages. Those links should not be scattered around but should be organised into a single list or table.

On each information page, put one or two adverts that are relevant to the content. (Yes, I know that Google screws this up by displaying adverts that relate to the visitor's history but do your best.)

You can also cause confusion by using too many colours, too many typefaces and too many point sizes. Keep it simple!