I couldn't remember the exact name of a company I wanted to buy something from, so I went to Google and searched for terms related to the company I wanted to reach. The company is one that has a number of products and services they sell. Since this is a big company, each category of product or service has its own silo, segregated from other products and services the company sells. Each silo apparently represents a different operating unit or division of the company.

After a couple of tries I got to the right silo for the product I wanted to buy. The link I clicked on, which was a paid ad on the right side of the Google search results page, took me to a page that described the all the services this division of the company performed.

One of those products was, indeed, the one I was looking for. But guess what?

There was no link on the landing page to take me to the part of their website where I could actually buy that product!

Unfortunately, that's a pretty common mistake – one made by small and big businesses alike.

If you aren't getting all the sales you'd like from your website, look closely at every page on your site. Be sure each page includes a link or, better yet something bigger like a box or house ad that will show the web visitor where to look on your website when they are ready to make a purchase.

Remember, your website has as many doors onto the Internet as it has pages. Be sure potential customers can find their way to your online "cash register" (shopping area) no matter which "door" they enter.

More: Web Site Usability Checklist

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