Importance of Website Navigation

When people hear the term “navigation” today, they usually associate it with GPS and that map display that comes with most systems giving you turn-by-turn directions and current location. Let’s face it; with most websites today this would come in quite handy.

Website navigation is the key to finding the information you need with ease. In a time where accessing information quickly has a direct correlation to repeat visitors, it is vital for a website to have good navigation, so that people will not become frustrated and leave the site. Simply put, users want an easy way of getting around to find what they need or learning about the site.

The navigation makeup of a site includes menus, hypertext links, icons, buttons, and search engines. These tools enable users to move about the site in search of information. The ultimate objective of great website navigation is to have a good idea of what the website is about without having to click through several pages. If the navigation is simple to comprehend, the user will probably stay on the site longer and return because of the ease of use.

If you’re objective is to travel from Los Angeles to San Francisco, you wouldn’t go through Texas to get there. This is exactly the scenario difficult navigation would yield. Users may perceive that a website is hard to navigate if it does not have a good flow. Flow means that the user has a seamless interaction with each click of the mouse. For example, if I click on shop, the page should display all options related to shopping and guide me by asking or giving choices. A good flowing website will allow you to go from one place to another without going back to the main page. Attention is also important to navigation. If a website has a lot of content and the user has to read it before knowing where to go, this might be perceived as complex.

Companies should consider how users would navigate through their site when creating the web pages. Remember, navigation is useful because it helps users easily move through a site. Easy navigation can save users time and frustration. To learn more about how website navigation can improve your website stickiness, click here.

Low Cost Marketing

Many small business owners do little to no activities to promote their products and services. But, ask yourself this, "If I don't promote my services, how will people know what I have to offer?" We are all consumers and everyday we see or hear ads promoting ones product or service. Well, you may not have the budget for monthly radio, TV, or print ads; but there are several low cost ways you can promote your services.
The most common ways are:
Flyers & Brochures
News Releases
Networking
Public Speaking
Discount Coupons
Online Directories
Newsletter & Articles

Flyers & brochures - are affordable and can be used as a direct mail piece, used in your information packet, or used during a tradeshow. Sometimes this can run you a few hundred dollars if you hire someone to do them for you, or one of my favorite do-it-yourself service is from Vista Print.

News Releases-creating a news release and sending it to the media when you have some news worthy information is a great way to get free publicity. Be care though. The media only want releases that have a clever angle or is a hot topic. If your store just got a new arrival of silk shirts by a top designer, don't send out a news release mentioning it. Try to come up with an angle instead.

Networking - anyone who provides products or services should be networking; whether its at your local chamber or local organization. Networking is your opportunity to qualify prospective customers, build relationships, and promote what you have to offer.

Public Speaking-not many people have the guts to get up in front of a crowd and start talking about their business, but this is a low cost way to promote what you have to your target market. If you'd rather jump out of an airplane than speak publicly, then join your local Toastmasters. Toastmasters will help you get over that fear and become a polished speaker.

Discount coupons - you've seen them! On your door knob, on the counter at your local store, or in the mail. Discount coupons or offers can be used as incentives to get potential customers to try your products or come into your store.

Online directories - an online directory is like the phone book, but online. It contains categories of topics with listings of products and services. Most directories are free and you can include a website link for an additional fee. Here are some to consider: Open Directory Nati onal Directory
Newsletters and articles - create your own monthly newsletter promoting your services. Be sure to include any special offers or discounts that are available. Always get permission to send an email newsletter to customers. You can obtain permission by having a sign up link on your website or a sign up card near your cash register. My favorite is Constant Contact.