Clean graphics
A home page should be like the cover of a magazine, enticing you to find out what is inside. "There are so many items on the page that it's overwhelming. Instead, focus on a lead story, and change it often," says Savoie. "Perhaps, try a featured product."
Make sure this product is relevant for the consumer. For instance, feature an all-natural sunscreen in the summer or a "hot deal" item when it's on clearance.
Then, move the other items to their appropriate product pages and clean up their images. "I'd use your own photos of the products rather than the manufacturer's photos," says McClure. "But if that isn't feasible, make sure they are consistent in height and background color."
In addition, rewrite the descriptions so that they have a voice and don't sound like they were copied and pasted from the manufacturer's Web site. Double check for spelling errors and any other presentation issues that could distract the user or promote distrust.
NEXT: A unified color scheme
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