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When you are laying out your site, be sure not to bury a page or section. By that I mean that visitors to your site should be able to get to any page or section using no more than three links. It's not as hard it may sound. If you find yourself burying a page someplace, just redesign layout or create a page that will let buried page be closer to a main page. So if you want people to buy socks on your site, don't make them click to clothes page, then click to coat page, then click to sundry page, then click to footwear page, then click to sock page, then click to wool sock page. Make sundry page one of your main pages, like clothing page.
Another thing to remember is to place your links in same place on every page, so visitors can easily navigate on each page. On my site I place links at top and bottom of each page, so if they read down a long list of events they don't have to scroll back up to top to use a link. Of course, you could also put a "back to top" link at bottom of each page instead. I put "back to top" links after end of each book listing on my Books page. So if they wanted to see just one book, after reading about it they can easily go back to top.
Be sure that your links and buttons are easy to read, and descriptive of where visitor will be take. If you have a coat page, call link "Coats," not "Things To Keep You Warm," and be sure text can be easily read. Don't make text too small or similar to background color. No black on purple or yellow on white.
When laying out your website think like a person who is visiting for first time. Pretend you don't know anything about site, you're in a rush and you're trying to find something on site that Google said was there. Make experience of visiting your site, easy, fast and enjoyable.
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