B-to-B: Turn Your Web Site’s Homepage Into a Winner

4. When it comes to page design, a three-column approach works best. Africa noted that most customers tend to predominantly look at the middle of the page.

5. Make sure your take-away message is represented at least once in all four quadrants on the screen. Africa pointed out that sophisticated users first view the center column, look to the upper right second, then finally view the action bar. Less sophisticated users first look to the upper-right quadrant, to the action bar next, then finally view the left-hand quadrant. She suggested using an urgency push in the upper right-hand quadrant (e.g., an offer deadline) to spur customer action. Also be sure offer express/quick order sections are in all four quadrants, noted Africa.