Need a more user-friendly website

My wife and I are just getting back into the game and we have some thoughts about the entire process that we needed to navigate:
- basic idea is that the current store front/web user interface is horrendously complicated.

- I had no idea where to go to re-download FFXIV. There is not a single link to download the game from anywhere, in either the mog station of the lodestone. I had to google it and go through the 'trial download' website.

- I want to upgrade to heavensward but I can't find a 'buy/upgrade' button anywhere on the site. I am assuming I need to go over to the square enix store page, but that is also confusing. Why can't that just be done through the mog station? Keeping everything in one place reduces the barrier to entry.

Edit: I found the 'buy heavensward' link tucked away under 'What is Final Fantasy XIV' but the link took me to the european store page despite having registered with a North American account??

To download game, follow the link from official web, and to upgrade, you can do so through Mog Station ' .')/