A great website is more than a beautiful brochure. A great website is interactive, and responds to the visitor to provide the information they are looking for. To get more sales from your website, you have to understand how customers move through the buying process for your products. High-performing websites are easy-to-use, and visitors find the information they are seeking effortlessly. The visual aspects support the text to communicate a seamless message. The text addresses their questions and is easy-to-read. Finally, the website structure leads them through a progression from discovery to consideration to conversion.