#MarketingTipMonday No. 70

Your primary nav (the menu at the top of your website) has an important job to do.

It’s goal? To navigate your website visitor through your website and make it easy for them to get where they want to go (*cough*cough* not where YOU want them to go).

Due to screen display restraints, you likely only have 5ish links to put in your primary nav. Here’s how to prioritize the best ones:

  1. Don’t include “Home”. Use your logo in the top left corner of your site as a button to navigate people back to your homepage instead.
  2. Consider using your footer for some links you’d like in your primary nav. For instance, you likely have a careers page, but is applying for jobs a primary function of your website? Large websites tend to have a big menu of link options in their footer.
  3. Your SEO-focused landing pages likely don’t need a prime spot. When looking at your website reports, consider which source drives traffic to which pages. Your top viewed page might be a keyword rich content page with 95% of traffic sourced from Organic. It’s popularity doesn’t necessarily mean it makes sense in your nav. Consider bounce rate. Consider time on page…
  4. There needs to be an easy way to contact you in your nav. Whether this is “contact us”, “make an appointment”, or “start your free trial”; this CTA is the primary purpose of your website and needs a prominent position in your nav and throughout the site.
  5. Consider which pages people visit before contacting you. The pages that lead to conversions are likely your strongest picks for the primary nav.

If your small business needs help creating a website that works and converts, let’s chat.