Smaller sites make it easier for you to lead the visitor through your site.

But on large multi-page sites the whole navigation issue is much trickier. On your home page, break down your various products or services into logical categories. The visitor enters that doorway to find what they need. There are excellent example sites at the end of the article.

5) Get the visitor to take some action

If they don't click through to at least one more layer of your site, you've lost them. Use short, descriptive words, verbs in the present tense such as find, discover, search for, review, explore, and join. These are action words and encourage just that.

6) Show you are trustworthy

More than likely the visitor doesn't know you yet. They have no idea if you'll do what you say, deliver on your promises, or send your goods. You need to show you're reliable, that you can be trusted. How?

Some ways include, a toll free phone number, live chat line to answer questions, third-party verification such as HackerSafe, VeriSign, TRUSTe, or offer a free sample or free trial of some kind.

7) Generate leads for long term nurturing

Create a free offer of some kind in exchange for the visitor's name and email address. Depending on your particular niche, this might be a free white paper, sign up for your e-newsletter, a special report on a topic related to the needs of your buyers, or a free fabric sample pack.

8) Use the website design to support your visitor's experience, not dominate it

I'm not in favor of a website with an introduction page and not much on it, especially the flash variety. The visitor has to click to enter. Many clients want it that way though I fight against it. Rather than being enticing, I see it as a barrier you're putting up to keep the visitor guessing what you're all about. What's the point? Even window shoppers need something to look at.

Weave all these elements seamlessly into your home page and you'll have a much greater chance of getting your visitors to stop awhile, explore your site and ultimately order from you.

Here are 3 different examples of sites that I find especially well done. I have no connection to these companies whatsoever, but I'm always on the lookout for good websites to learn from. You should be too.

Keep a file of sites you are inspired by, ones you find easy to navigate, color themes you like. Then use them when you write your own text or give them to your copywriter and graphic designer so they understand what your preferences are.

The first is the recently launched website for the Michigan Design Center. It's an extensive site with many different categories, including in-depth helpful articles for readers. http://www.michigandesign.com

Crypton Fabrics is also a multi-layered site, with an excellent home page example of all the points I've brought up in this article. See how many you can find. http://www.cryptonfabric.com

Lastly, as a designer, Jhane Barnes is her brand. Her passion for what she does leaps off the page, and pulls you in to her world http://www.jhanebarnes.com

About the Author

Linda Kaun of 'Linda Kaun Copywriting' works with marketing managers at B2B textile companies whose written marketing communication materials are not effectively generating the leads and sales they need, either off or online. Her copywriting brings higher responses, more qualified leads and greater ROI. Free white paper is available to download, "The Textile Industry and the New Social Media: Why You Must Take Action Now And How to Profit from this Information Revolution," at www.lindakauncopywriting.com/whitepaper.php

Here I refers to the author of the article.