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Is Your Website Confusing?

When planning for a new website your design team should spend considerable effort in analyzing the navigation structure. A common mistake is to organize the website into general categories instead of your customer's needs.

For example, most navigation structures are organized in ways that seem logical to you and your company - by "products," "services," "solutions," etc. But if your prospect doesn't already know what your product or service names mean, they're not likely to find what they need. Guide your readers by using rubrics based on customer challenges, pains or desires, such as "Planning for Retirement" and "Reducing Taxes," for a financial planner. In short, think like a customer.

A good example of end-user navigation can be found on the Bigelow Homes website where we categorized the navigation based on homebuyer needs (finding a lot, floor plan options, etc). If you're not sure you "have it right", show your navigation structure to someone unfamiliar with your business. Based on their reactions, you'll be able to tell right away if they are confused about where to go.

Source: www.marketingprofs.com