Fast access to relevant to information is critical if you want to entice visitors when they visit your site and encourage them to engage. Think about your own online habits and preferences. Visitors to your site haven’t got time to sit and wait for the site to load, work out where to go or schedule time for an unstructured browse.
Your site needs to follow the mythical but effective three click rule. Ensure nothing is more than three clicks away (forwards to new content or back previous pages) by developing a site built on a four tier navigation structure as a maximum. In-built signposting to get people back to a category, specific page, search or back to the home page are now the norm rather than a nice to have.
Visitors browse in different ways. Some like menus and drop downs, other like action buttons. Cater for both by positioning all your ‘call to action’ buttons (such as LiveTalk, Register, Contact, Sign up, Download, Buy now) prominently in left hand or right hand navigation bars and ensure they remain on every page. Duplication of content is an issue, but duplication in navigation is not.
Websites cost money to design, build and maintain. Looking nice is one part of it. Providing a useful experience is another. Ensuring it can be found on the search engines is another. Above all, your website needs to sweat 24:7 for your business. The Internet is always on – give your site the best to make clicks convert.
So road test your website today. Parking the need to redesign, what you could streamline now, quickly and inexpensively, to make it easier for visitors to access important information?