Simple navigation - Make sure it’s easy to explore and has a familiar navigation. Much like the layout of a shop, you want to ensure visitors know where they are and can swiftly find the section they want without getting lost. Having a search box is essential for those who’d prefer to go straight to the helpdesk for directions.

Educate - People search the web for information. Not advertising. So rather than scare them away with shallow sales spiel, you should be looking to answer the questions that led them to your site in the first place(based on 80% of your traffic coming from searches on Google). Provide content that sells through education and builds trust e.g. case studies, company news, insight on your industry and advice on how to use your product.