In business, primary aim of your web site is to sell. So it is important to put measures in place to accomplish that aim.
Nothing beats a response oriented website.
A response need not be a sale necessarily. It could be making the visitor give his email address in exchange to a free download or it could be [tag-tec]subscribing to a newsletter[/tag-tec].
Getting a response demands a page with content and information as to what should your visitor do.
It is a fast world today. People will not stay on your website for long. So your website must clearly tell them what it is about and what should they do in order to get what you promise.
To achieve the response, you must tell your visitors the benefit they would receive if they respond. If your desired response is a sale then you must impress your visitors the moment they arrive, take them by hand and tell them what they should do to purchase what you are selling.
“Click Here To Purchase” or “Order Here” or “Subscribe Here”are simple action calls which may result in tremendous difference to your sales.
Do not consider your visitors very savvy. Explain the process as you would explain it to a child in tenth grade. As reach of internet grows, more and more people are coming to internet for information and buying. Just because you have an idea about navigation does not mean your visitors would have.
Your website must exude credibility and must win the confidence of your visitors. And you do not get much time to do that.
So build your website carefully with your visitors in mind and state your most desired response.
You will see the difference yourself.