Improving Your Websites Navigation

I arrive at your website. It looks nice but... I don't know where to go or what to do next. I either feel uncertain or overwhelmed. Either way, I have left the metaphorical building!

Navigating a website should feel easy, smoothly guiding visitors to what they need. It's just like talking directly with a potential client about our business, we have a plan in our minds, a general roadmap of what we want to say and we respond to cues with the next question or piece of information. The purpose of the conversation is to move them toward working with you.

The same thing should be happening on your website.

When someone lands on your website, they're on a journey. Whether they've found you through a search engine or a referral, they're there with a purpose.

Your job is to help them find what they are looking for in the easiest, most intuitive way possible. Like conversational cues, we need to provide signposts to help them get there.

These signposts can be buttons, links, or text that simply put - tells them where to go! And what to do next.

I was talking with a business owner earlier this week who is looking to attract new clients for one of her services. She has been running Google Ads but said these really aren't working, and she was going to turn them off.

I looked at the page she was running ads to, it was immediately clear to me that the lack of conversion had nothing to do with the ads.

The page was very informational and text-heavy but more importantly I had to scroll right down the page before there was a button to do anything and then there were too many options!

This could be fixed super easily by

• Thinking about what a client would be looking for first on the page, (rather than information you want them to know)
• Have a simple, easy way to book this right at the top as a "fast track" for people who already want the service (sign them up if they are ready to go)
• Editing the text to key points about why they might select this service (why you, and the benefits to them)
• Add the same CTA (call to action) underneath the key points (consistency of one action)Bringing up the social proof from the bottom of the page (trust signals)

Telling people where to go on your website is about you gently, but firmly, guiding them through to the next step. There is comfort and confidence in this, which is then reflected in how people start feeling about working with you.

ACTION

Go to your website, as a new client, and check your signposts:

• Is it clear what you want people to do?
• What could be better?
• What can you do to fix that?

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