real quick, and like was said, it's like the site was done in FrontPage (or some other WYSIWYG editor) and is "patched" together from the old site, the new site, etc.
1: The way the products are broke down, suspension, transfer case, etc. That's fine, but it's hyperlinks in the middle of a text box.
2: Your pictures, honestly, are bad. I know that in many cases, taking pictures of a part is almost an after thought, but you have to get good pictures, both installed, and NOT installed.
2A: I know shop space is at a premium, but you NEED to devote somewhere either up the hill in the garage or in the shop to doing pictures.
3: do a store. They are cheap (sometimes free) and there are PLENTY of us out here that know how to do it (and know how to do it for offroad companies) that can help. I've managed 3 different stores for offroad companies.
4: make the site more interactive. You don't have to do a forum, but a way for "subscribed users" to get information from ORD via email would be great.
5: Downloadable PDF installation instructions for EVERY PART. Lots of people order parts, then don't install them for a year.
6: FAQ about the parts, not general, specific. Like the question about the zero rates in the garage. Post up an FAQ on the zero rates and the hole size.
I could honestly ramble on for an hour Chris, Jesse James hit it on the head. It's not consistent. I run a ton of your guys parts on my rig, and will continue to buy more, but mainly because I know you guys, and know the parts, not because of the website. I hit it up maybe once a month or so, at the most, to see what's new. I mainly dig around CK5 to get that info. Please don't take it personal, nothing personal about it, just honest truth.