Properly structuring a website in terms of navigation can be a tricky thing.  Far too often, do I see people come to me who have a website that has been struck with “Indiana Jones” syndrome.

I can picture you in front of your computer … right about now, your eyebrows are tilting.

“Tanner, just what on earth is “Indiana Jones Syndrome”?

This is when a website expects - no, requires - that its user is able to search and find pages containing the information they need that are not immediately visible.  They have to dig and dig, in order to get to it. 

To put it in simpler terms, a website like this is just not structured well.  The practice I put into play, is that I try to not have a page on the websites I build to be unreachable beyond 2 clicks.  I even try to limit it to one click, when necessary. If there is one thing that will make your prospect frustrated, it is the inability for them to find what they are looking for off of your website.  After 5 clicks, they throw their hands up in frustration and march right on … to your competitor’s website! 

What can be done? 

For starters, try to step foot into your prospect’s shoes.  Ask yourself what they would be looking for, and how they would go to find it off of your website.  Pretend that your prospect has the web knowledge of a 2 year old.  This is always the best way to go - never assume that your prospect will know where to go or what to do on your website.  Everything should be spelled out clearly.  For example:  If it is important your audience to find directions right off of your website, don’t bury that under the “About Our Company” page - place it on a page called “Directions”. 

Another tip is if you have multiple categories and products, consider a nice drop down system.  When the user places their mouse over the “products” button, they will immediately see the categories that you offer products in. 

Finally, the #1 no-no is to play the disappearing-reappearing button trick.  If your prospect clicks on products, and then one of your category pages - make sure they know how to easily get back to the main products page.  I have seen it done many times in a catalog based website that when a user is on a specific category page, the website replaces all of the main buttons (such as Home, Contact Us, About Us, Products, etc.) with only links that pertain to that specific category.  What a nightmare!

The best piece of advice, as mentioned earlier, is to really take a look at your navigation through the eyes of your prospects.  Have some friends and family members test your website too.  If they have problems finding information, then the odds are - so will your prospects.

Tags: tanner creative, tanner jones, tannercreative, tannercreative.com, www.tannercreative.com

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