Good website navigation is central to good website design. A good navigation system allows visitors to reach the information almost instantly. Keep in mind the “the less clicks the better.” It not only allows visitors to move around the website from page to page, but also the search engine spiders.
Navigation design is important for SEO. Navigation using JavaScript, Flash or image maps may work well for human visitors, but these are difficult for the search engines to follow. Standard HTML hyperlinks are the easiest way for the spiders to navigate your website. Bottom side navigation with a series of HTML hyperlinks works very effectively for the search engine crawlers.
Navigation design tips
- Design the navigation before the graphics. Maintain flexibility for future page additions.
- Keep it visually simple.
- Group by topic and use drop down or fly out menus.
- On websites of 10 pages or more, add a site map to help people find what they are looking for.
- Use short, clear and precise words in the menus.
Websites are always changing… or at least should be. Make every page work toward your marketing goals.
One sign of a really polished web site is the use of custom-designed and useful error and server message pages. By implementing custom error pages, you have a good chance of retaining the visitor Have your website designer design a custom error page that engages your visitor and helps prevent confusion.
Your error pages should have the look, feel and navigation of your home page. Invite visitors to click on the navigation to return to the website.
Include some explanation such as: Evidently the document you were looking for has either been moved or no longer exists. Please use the navigational links to the right to locate additional resources and information.
We are regularly asked “how can we bring more interested visitors to our website?” They are wanting to add surveys, tools the latest bells and whistles. Web design is great, but the bottom line is that nothing builds traffic better then adding new fresh and regular content. Driving traffic to your website is not enough, you need to focus on conversion.
Focus on adding content that aids in the sales conversion. Based on customer and prospect questions, add content that addresses those issues. Good content will move the customer down the sales conversion process by addressing questions even before they are asked.
What kinds of content works? Frequently asked questions, press releases, organizing your website to follow your products (or service) buying cycle.
In the early stages a buyer is looking for any solution. Present the advantages, benefits and conveniences that your product provides. Use case studies, reviews and testimonials to excite them to choose you. Information at this stage tends to be more broad brush.
In the later stages, they are searching for specific information about a specific solution. Provide detailed information, videos and demos.
