Being easy to navigate is the key thing, i have several websites, a few in particular i quite often have to direct people to a specific page of it since they cant find find what they are looking for.
That said if they cant find it, i don't want to sell them anything becuase they are too stupid to use it. Seriously. I asked my mates kid to find a specific thing and info relating to that thing (to prove he found it) took him all of 30 seconds.
Yes 30 seconds is a long time, but that was only becuse i wanted him to tell me a specific answer, he spent most of the time reading the page to get the answer.