I like analogies, and I especially like them when the analogy is something closely related. In Web Site as Trade Show? on the B2B Insights Blog, author Russ Green looks at the extent to which most of us will go to make an exhibition stand work, and then asks if we “put the same amount of effort and investment into creating a great web site experience for customers and prospects”.
Best of all, however, he touches on all the elements of a successful exhibition stand, and discusses how each of these has an analogy in your website. My own approach might be to get someone junior to attend your next exhibition, and create a series of pen pictures of actual visitors to the stand. Then, afterwards, discuss each of these real visitors (their nationality, requirements, urgency, etc) and see how your website would have dealt with them should they have taken that route.