Not all websites obviously. Not even just all wargaming websites.
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No - my gripe is with wargames companies whose websites are just not up to snuff. These clearly do not realise that their websites are often the ONLY way prospective customers will view their products. It is their window to the world - and how disappointing many of those windows are.
Lets start with the basics. Easy navigation should come as standard - so you can find what you want fairly quickly. Some sites are quite lazy with this, expecting you to trawl page after page until you (luckily) find what you're looking for.
Once you've found it, the next 'basic' is the most important - and the one where many manufacturers fall down. You need a LARGE picture of the figure / vehicle / whatever and that figure should be painted to a good standard. I reiterate LARGE. Little thumbnails are useless. Show us what you've got in its best state and in a large picture. I always say that Tridente Bologna do this so well - each figure is photographed from a number of angles and expertly painted, making them look fantastic.
Ordering too should be easy and straightforward. Click on what you want, and when you get to your checkout, be very clear about the true cost (so don't try to hide the VAT or postage costs).
And when you place your order, you should get an e-mail acknowledgement straight away so you know someone's picked it up and is doing something with it. Pendraken....I'm still waiting!!!
Ironically, one of my favourite manufacturers (Heroics & Ros) break every one of these rules - no photos, you have to trawl through a pdf to find the product you want and have to complete a form and fax (fax!!!) back to them with your card details on clear display. They're lucky they produce such good metalwork because otherwise they'd really struggle.
One day, one day maybe they'll get it. But until then, I'll keep bitching.