Have an attractive and easy to navigate website

This is difficult to get right for many business owners; their own tastes and idiosyncrasies will often get in the way of what marketers have long since researched to be the most effective placements for elements within a site with respect to guiding the eye, leading the client towards the sale, and avoiding subconsciously stressful conflicts between simultaneously competing graphics within a given screen view.

While business owners will always have their own ideas, we strongly recommend that they be willing to subjugate – at least for several months while watching the results of any proposed changes – their own ideas to those of the experts that they have brought in to advise on how to minimise sales resistance and simplify the buying process.