Another big issue: The home page and the store page are exactly the same. Make sure the home page has a distinct feel that shows the brand, and leave the products for the store page.
Similarly, the company info page and the contact page are identical. Keep the contact page the same, but change the company info page to feature the history of the company and profiles of key people. Also, this is a good place to house the shipping information that appears on the home page.
"There is way too much copy on the home page, and it adds to the confusion, because shipping isn't typically what people want to know about automatically," says McClure. "Get right to images on the home page and transfer all that text to where people would expect to see it."
"The rule of thumb is that people browse; they don't read," Cyr says. "Make it quick and easy to identify what's available, and leave them with as few barriers as possible to get where they want to go."
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