I`m new to the conversation here. I must confess, I haven`t read every single suggestion so if I repeat anything, I apologize for the redundancy.
I got confused between the shop button and menu button. I instinctively went to the menu button first thinking that I could get an overall sense of what you offer. When I saw something I liked, I clicked on it and found out that I could not buy at that page. This was very frustrating.
As a consumer, I want a specific path laid out for me that I know I can follow and get what I want. It is not obvious what link I should click on to either get more information or to purchase. What I would like is to see these two functions melt into one. Add ingredient descriptions on the individual product pages---which is also a page you can purchase on! This would make me happy.
If your sites purpose is to first sell, than I would make only links and resources for your prospects to buy in the main link bar. Everything else needs to be minimized and put in the footer like the media, faq, comments, and maybe even your About Us link (though I know this is important to you). I might keep faqs where it is in the main header if this is a tool for purchasing.
On a side note: I know you want to convey quality and educate your prospects...and you are using your About Us link to accomplish this... I might rename this link to "Quality first" or something like that. Than, I would summarize some of these key messages and put it on your home page and continue to sprinkle these concept of qualtiy through out your website more--- actually, I would do it on every single page.
Back to what I was saying: This concept is definately a tool I would use. You notice on the Godiva website that they have 3 different tool bars depending on what you want to do (even four on some pages). The main one is all about selling. The next distinct bar is for those who are using the site (customer service, shopping bag) which is again emphasizing the importance the the sale through out their site. Then in the footer you still can access more information but this info is thirdly. Your main link bar is too confusing as it stands now.
Also, I would change the background color of your website. Grey is calming but it doesn`t convey warmpth and passion, which is an element you are trying to convey on the home page. I read your description below the main picture. This is excellent, but I had to scroll down to read it. This needs to be put first. That main picture is too large. I would put a large but smaller picture on your home page and have it represent your whole product line. That big chocolate bar is too much. It`s showing your business name, which at this point doesn`t mean anything to me since I`ve never had your chocolates. Put first the benefit of your product which is the wonderful and heavenly chocolates that melt in your mouth, something that you have never truly experienced until you`ve tried our Chocolates. I don`t care what your business name is until you deliver. Than I care! As it is now, you`re just another chocolate company and your website has to prove to me otherwise!
Another thought... Drop down menus! I`m going to add them to my site. I think this really helps the consumer and user-friendlyness of your site.
Anyway, I hope this helps!
Heaven & Earth Chinese Medicine Healing Center
"Your Health is Our Passion"