How Important is Website Navigation to Digital Marketing and Online Sales
Small businesses who can’t give their sales pitch in ten seconds or less are at a significant disadvantage. That’s because speed of presentation delivery is important. The same philosophy is applied on website design. If you don’t explain quickly what your site is about to a visitor, your risk losing them to a competitor. In addition to the physical presentation of elements, navigation is also very important.
If a visitor does not find it easy to browse your site, they will leave. Plain and simple. Even if you have the most amazing product, it doesn’t matter if your navigation is crap. To complicate things, there are customers visiting your site from desktop and mobile platforms alike. Thankfully, there’s a way to un-complicate this. A ‘mobile responsive’ website is one that adapts its look according to the screen dynamics, meaning no matter what size the screen is, your navigation can still be simple and easy. Therefore, a mobile responsive design is absolutely necessary to any site’s navigation.
If you have made your site mobile-friendly, that’s great however it’s not the only element influencing quality of site navigation. Think of the marketing messages you are hoping to communicate – such as a tag line, name of the company, logo, graphics, video, etc. In many cases, you’re going to want headlines in big and bright letters. Images should be strategic and displayed clearly. The use of white space across a page can help break up the various media and elements you are using to support your brand’s messages. This application of white space and approach of design can then be duplicated across the site.
Consider using cues across your home page’s navigation to encourage visitors to stick around. Find captivating images, include contact information, links to the various services you offer and their respective pages, testimonials from customers, and more. At the top and bottom of your page, you’re going to want to include links to other pages. Any visitor who arrives at your site is going to come with a reason. The information they want to retrieve may not appear on the immediate screen. By having a navigation bar at the top or bottom of one’s design, this will provide the visitor with indications on where to seek the information they’ve come looking for.
Website navigation that works will support your digital marketing initiatives, maximizing click-through rates, improving lead conversion rates, and maximizing digital revenues. As good as one’s digital marketing is, if website navigation is not in place, you’re bound to lose almost any lead your strategies generate. Needless to say, website navigation is incredibly, incredibly important. For your small business to reach its full potential, website navigation should be kept as priority.
Don’t be a small business with one of those tough-to-navigate sites. Prioritize the needs of your customer and ensure they don’t need to struggle to locate information. By ensuring all information is easily retrievable across your site map, you’re setting up your brand for maximum success.
At Unlimited Exposure, we’ve helped hundreds of small businesses fine-tune their website design and digital marketing. Visit us today to learn the techniques and strategies on how to improve your website navigation. Prioritizing website design and navigation will set you up for higher conversion rates and bigger, better revenues!
