We have now captured the attention of our viewer by telling them clearly the benefits of what we offer. They like what they see and they want more. How you present that "more" is very important to keeping your visitor around long enough to respond to your Call to Action (more on Call to Action in a later lesson). Think of a website navigation scheme as a pyramid where the information offered is more specific and succinct at the top of the pyramid and becomes broader and deeper as you delve further into the website. The information is more complete and offers a greater explanation of the topic pursued as you go further down the pyramid and deeper in the navigation. This allows the visitor to decide how much they want to pursue, rather than having to slog through too much or more information than they want too soon. Most newspaper articles and press releases are written like this.
Navigation areas have gone through a lot of changes over the years from buttons to image rollovers to most navigation tends to be text-based. This is also my preference because it is so controllable, easy to modify and readily understood by the viewer. Remember that the purpose of the navigation area is to draw your viewer as deep as they want to delve into your site. Your job is to capture their interest on the home page because success there will attract them to your Call to Action and draw them deeper into your website.
Your homework this week: review your navigation scheme. Are all pages accessible to your viewer? Have you avoided the frustration of the visitor getting lost with poor navigation? Again, have someone (ideally a target prospect) look at your website and let them navigate through the site and listen to their feedback.
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Reprinted with Permission.