As a business owner in the 21st century—a period known for its many technological advancements, foremost among which are affordable, internet-accessible mobile devices—one of your most valuable assets is your website. For one, it serves as your official online business address and allows your customers to find you more easily. For another, your website serves as an effective platform to showcase your products and services, as well as generate leads. Lastly, your website plays a large role in establishing an online presence and upholding your business’s credibility amidst tight competition.
That said, for your website to capably fulfill all of the functions listed above, it should make a good impression on visitors by being organized, aesthetically pleasing, and easy to navigate. Of these qualities, navigability is one of the most important ones. Even if you have the privilege of owning the most beautiful website in the world, visitors will get frustrated with it if the links are too “deep” and the menus are too confusing. In short, poor navigability can ruin the user experience (UX) and turn off your customers, perhaps for good.
Fortunately, with professional web design services like those offered by SearchWorks.PH, you can roll out a plan to make your website look good and easy to navigate. Here’s a briefer on why website navigation matters so much to UX and how an intuitive layout can boost website performance. Below are some key points to remember.
Good Navigation Gives Your Website Structure
If your website doesn’t feature good navigation design, your visitors will feel lost when they try to browse through your site. Keep in mind that today’s customers often have short attention spans. If they can’t figure out where to go and what to do with your website, they’ll think that being there is a waste of time and they’ll leave.
Conversely, an easily navigable website is a joy to engage with. Designing for better navigability will also minimize friction, which is crucial for making transactions as smooth as possible. Perhaps most importantly, a well-structured website can be seen as a reflection of your business and what it believes in. The logic is simple: if your website is organized and well put together, with everything being laid out clearly, then your company must subscribe to these qualities, too.
Good Navigation Improves SEO
Merely having a website isn’t enough for your business. Considering that your competitors likely have their own online presences as well, you’ll need to double your efforts when it comes to visibility. One thing you can do is invest in SEO or search engine optimization. With a robust campaign, your website will be more searchable and rank higher on search engine results pages (SERPs).
Website UX design that puts navigability at the fore will also contribute to your SEO performance. In particular, search engines will find it easier to crawl and index your pages because they’re more organized. Ultimately, this can help you acquire more organic traffic and boost your website’s authority. Your visitors’ positive experience of your website will start from the fact that they found you at the top of their search results, and that they already see you as trustworthy and a leader in your industry.
Good Navigation Increases Time on Site and Boost Conversions
In some cases, a customer spending more time on your website is a bad thing because they’re having difficulty finding what they’re looking for. Overall, however, longer visit durations are good because they often indicate customer interest. Because there are no obstacles to exploration, users are free to click on various links throughout your website and to fully immerse themselves in the experience you’ve prepared for them.
A well-organized website also creates more opportunities for conversions. As mentioned above, when your website has good navigation design, it decreases the friction in a customer’s UX. Beyond just pushing through with their transactions, a customer may also be more inclined to make repeat purchases if your website is easy to navigate.
Some Tips for Improving Your Site’s Navigation
In summary, there’s a lot that hinges on website navigation design. If you think yours needs a bit of a revamp, here are some simple tips that you can apply with the help of your web design partner:
- Link your company’s logo to the Home Page.
- Use a traditional layout—that is, place your main navigation systems on top or on the left side of the page. You should also add a footer with relevant links.
- Stick to the default blue color for in-text links.
- Make sure that navigational tools are always available on every page. It’s also worth considering adding a “Back to Top” button once the user reaches the middle part of a particularly lengthy page.
- For long pieces of content, add page jumps and a directory so that readers can skip to their desired section.
- Include a search feature to give visitors the option to look for specific keywords on your site.
- Practice the three-click rule. This means that a user should only need a maximum of 3 clicks to get to their desired page or find the information they want.
- Add breadcrumbs, which consist of a trail of previous links or pages to show how the user has arrived at that specific page. This feature is particularly helpful if a visitor clicks on a link from a search results page.
As a final note, remember that when it comes to websites, “design” isn’t simply about visuals or aesthetics. You must be able to consider how a user will interact with your page and how this will impact their experience. Get in touch with the people at SearchWorks to make your website easier to navigate, and create a positive impression on your visitors that will put your company in a good light.