After identifying your site’s reason for being, you can focus on making it as easy as possible for visitors to use. For instance, if it is an information-based site, make the information easy to access, with lots of attention-grabbing headlines that link directly to the full article. If your site is designed to sell products, then the design should allow customers to easily find all the info they need to make a purchase decision (price, product features, shipping cost, etc.) and it needs to be laid out in a fashion that makes it easy to order.

The biggest obstacle most sites face in generating more revenue is their sales process is too complicated. It may take too many steps to place an order, or a company asks for more information than they really need to collect, which is a huge turn-off for customers. Keep your purchase forms as short as possible, asking only for the needed information, and make it take as few web pages as possible to buy.

Provide proof, verification, and certifications wherever possible. There are more web sites out there than you could possibly begin to count, With so many sites, it is hard for visitors to know which ones to trust. You can help yourself win that trust, and in turn future repeat visits, by displaying logos of official groups you may belong to, such as the Better Business Bureau, local chambers of commerce, or professional trade organizations. And if you are selling products or services, use logos of the companies that you use to verify the security of your web site. Letting visitors know that their transaction is secure will make them feel more comfortable in buying from you.