Now this may sound a little strange, but the reality of any web site is that the visitor (and potential customer) has to be in control of the entire process.

If they aren’t in control, then they are going to feel like they are being rail-roaded, forced to make a decision, and have that horrible out of control feeling. We have all had it. The feeling of being not in control, when things are being dictated to us. We all know that it’s not pleasant. We hate it personally, and will avoid it.

The same concept applies to a web site.