Selling Science on the Web

Venture onto the site and you find it resembles a series of sub-sites specific to each of the industries it serves, all tied to one corporate home page. On the home page—just below a copy line stating, “Order from our online catalogs, 24 hours a day”—are five big buttons in bold type to direct visitors to each of the online catalogs and the bookstore. Each button also has a one- or two-sentence description of what visitors will find there.