Make visitors turn into sales leads

Navigation is not about site maps and menus!

Navigation is about creating smooth journeys through your website. Journeys that lead potential customers to do what you want – to get in touch with you.

Create these journeys first, before considering the rest of your site…

Step 1: Who are you speaking to?

List your audiences and their goals. You usually have at least a few types of clients - maybe more. List each group separately. Other audiences might be press, investors or potential recruits. Typical goals include contact numbers, contact forms, downloads or online services.

Step 2: How much are they worth?

Rate each audience by value. Your home page is only so big, so it needs to be used to target clients with the highest commercial potential. This is vital if your website is going to perform well.

Step 3: What do they want?

Design for each audience type. Now the key journeys have been identified, we can design a home page, structure the site and write copy in a way that ensures you get the best sales leads.

In the next section we show you how to match your website up with your sales process...