For me it's always been about simple and easy. You can even have a ton of information on your site if it's set up simple and easy. Extreme Terrain's website is just that for me. Which is why I keep going back to them when searching for my Jeep parts.
I just purchased a set of 4 Rubicon Xpress shocks and a Rugged Ridge leaf spring shackle kit for a YJ build. It was super easy to find what I needed and I love their quick shipping. You can search by part or by vehicle. Their website is simple and it's easy to navigate with not a whole lot of "junk".
I also added Barricade front and rear bumpers to that shopping cart