A sleek new web design trend is catching on amongst B2B websites. I'm sure you've seen it before...lots of white space, a vague heading, and almost nothing else on the page.
Don't get me wrong. This simplistic approach can look modern and beautiful when done right, but sometimes the design is so empty that users can’t find what they’re looking for!
Be a Test Subject
Imagine you’re looking to hire a contractor and land on the following homepage. Where in the navigation menu would you click to find out if the contractor does residential work?
If you guessed What we do, you're wrong. What we do lists the services the contractor provides. In fact, Where we work lists the different types of locations the contractor works at. Ironic, isn't it, that What we do says nothing about what they actually do.
Speaking Navigation Adds Direction to Generic Labels
For example, putting the words ‘Residential, Commercial, Industrial’ beneath Where we work would tell users that the label is referring to the type of job site and not geographic location.
4 Tips on How to Use Speaking Navigation (Without Cluttering your Site):
Use trigger words that describe the general label in more detail. Declare the range of content to be found on the other side of that click.
Make Every Word Count
This is so important that you don’t even have to use full sentences. Forget about what your high school english teacher used to tell you about writing full sentences. For your website’s purposes, fragment sentences work just fine!
Avoid Phrases, Prepositions, and Modifiers
These filler words don’t add meaning to the menu label. Speaking navigation doesn’t have to be pretty, it just has to function.
1 Clickable Unit
The label and speaking navigation should appear as one clickable unit. The type size and font color of the speaking navigation copy shouldn’t compete with the menu label it describes, but rather complement it.
Speaking navigation will make your site easier to use and help you generate more leads.
Are your menu labels clear enough?