It's nothing for people to click that back button when they arrive at your website and don't quickly find what they are looking for.

Think about it, you arrive at a website from a search engine, thousands of results reported, you are very task oriented at this point and if you don't see what you are looking for - you're onto the next website.

People have invested little in getting to your website, and it means nothing for them to get out of there when they can't find what they are looking for.

Even when you download some free software from the web, you will persist with it for at least a while. You already have an investment in it. You found it, you downloaded it, you installed it. Hey, before you uninstall it you are at least going to give it a go.

If you keep this in mind when you develop / redevelop your Website you will always be focused on providing for your customers needs, who in turn will give you the result you are looking for.

Get Your Customer's Attention

Develop eye catching headlines and summaries for each of the tasks identified for each customer type.

Order these from the most common task of your most popular customer type on down and place them on your Home page from the top left to the bottom right.

Make sure that 95% of your customers can find what they are looking for without having to scroll the page down.

Take your customer down a path which ensures they take the action you want

Plan a path from the home page to the action you want them to take. Don't give them distractions along the way. Minimise the opportunities to click on something else, leaving the path.

Make sure you keep them interested. Keep the information topical and useful and don't make it sound like just another sales message. If you are selling a product help your customer make a selection you could, for example, provide them with a process through which they can make a product selection.

The better your information, the more trust you build, the more likely they will choose your product.

If they don't take the action you want - at least get their contact details.