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

8. Show a lifestyle image on the site.”Images of real people tend to work best,” said Africa. “Customers want evidence that someone just like them was here.”

9. Establish navigation standards, and don’t change them. Site visitors like familiarity, said Africa.

10. Use perpetual navigation. Customers should be able to retrace their steps, moving easily back and forth between previously viewed pages. Also keep the shopping cart and secure shopping information on hand, said Africa. The shopping cart should stay with the customer as he or she navigates your site.