Bill, indeed you are doing fine. My comment meant that someone who doesn't know a Berea from a bean bag might be puzzled. Experience and familiarity with your site are necessary for easy navigation. In business, we never know who ISN'T buying because they may have become discourage and left.
Frank,
You and I grew up in the same era. We learned most of what we know by reading the text books we had in school and beyond. I am not aware of any website that is absolutely perfect. All websites, like it or not, require reading.
I understand what you are trying to say but, in your example, just above the link <b>Berea Pen Kit Images</b> are the words <b>Pen Kits</b>. If a person doesn't have the common sense that the <b>Berea Pen Kit Images </b> link doesn't have the pictures of pen kits Berea offers then I'd rather not do business with that customer.
People are in too much of a hurry now-a-days. Most people don't want to do the 'home work' necessary in this craft. Customer service today, in my opinion, has come to the point of 'baby sitting' the customer. I get orders that have incomplete shipping addresses, incorrect Email adresses, declined credit cards ("Why didn't you call me?"), incorrect credit card numbers, etc., etc., etc. because people don't review their orders before submitting them. And you have no idea how much extra effort is required to take care of those who, frankly, just don't care.
Instant gratification seems to be all important these days.
BB