"Selling" the Recommendations 93 navigation helps orient visitors and makes it easier to use and explore a site. Visitors develop greater confidence in the site and experience more success at the site because they know what to expect and where to find what they need. Success of a site encourages repeat visits--and repeated experiences of success. To develop global navigation, it is important to think about the elements that each audience uses regularly. The elements common to all or most audi- ences should be sought and used as a basis for global navigation. For example, the ADP site might offer its visitors the following links on every page: Vac- cines, Recent Vaccine Research, Contagious Diseases, Vaccine-preventable Diseases, Vaccination for Children, and Vaccination for Adults. Utility links available in the header and footer could include Home, Publications, FAQs, Glossary, and Site Map. "Selling" the Recommendations