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* Keep your web site simple, user-friendly, interactive, focussed solely on giving (benefits) and taking (profits), Pretty sites are largely unproductive sites, made to be visually appealing but often taking ages to download, being confusing to navigate, and lacking various essential marketing tools.
* Keep your opening page simple, with an easy-to-understand message, and ensure visitors can be guided fast and efficiently around your site. Make sure the user knows immediately what your main message is, what incentives are available, how to obtain them, and what precisely your site offers. The name can sometimes tell it all, as for example where I titled one of my pages 'Avril Harper's copyright free articles and books', which is quickly followed by the message 'FREE Articles and Reports for You to Copy and Sell'.
* Keep clicks on your site to a minimum. Each time you ask people to click here, write this there, do this - you are giving them a reason to become fed up and move to someone else's site.
* The most important consideration in designing a selling web site is to ask yourself, before planning the site, exactly why people will visit you. And why they will want to keep on visiting you. Don't worry, it isn't complicated and all will be revealed in this book.
* Spend time looking at other people's sites, noting what would induce you to browse for a while and possibly buy. Notice what inducements exist for you to visit the page again or for the company to contact you.
* Try to be unique and don't be tempted to copy someone else's business or ideas unless you're sure you can do a better job or because you are targeting a different market sector or selling different products. Warning: Be careful not to breach copyright or other business protection laws. Note: Copycatting is different to copying and normally means using other ventures as role models for your own.
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