Best Practices for Navigation on Your Marketing Website

Your marketing website's navigation should be designed with the user in mind. All navigations are best supported by well-informed information architecture. The goal of your website navigation is to reduce friction for users while guiding them to where they want to go.

1. Start with a Sitemap and Good Information Architecture (IA) Structure

Start with a sitemap that outlines the main sections and sub-sections of the site. Good IA involves:

• Comprehensive Planning: Map out all pages and their relationships to one another to ensure there are no orphan pages.
• Clear Labels: Name sections and pages in a way that is immediately understandable to users.
• Logical Structure: Follow a logical category taxonomy to ensure users can easily find what they want.

2. Prioritize Accessibility

Ensure your site is accessible to all users, prioritizing those with disabilities:

• Descriptive Page Titles: Clearly describe the content of each page.
• Use Headings: Utilize HTML H1, H2, and H3 elements to structure content logically for screen readers.
• Descriptive Link Text: Use text that explains where a link will take users.
• Alt Text for Images: If using images in your navigation, provide clear and descriptive alt text for images.
• Semantic HTML: Use HTML to convey content structure, ensuring meaningful link text and proper use of elements in your navigation.

3. Design for User Experience

Simplified navigation improves usability. Best practices include:

• Horizontal Navigation: Keep top-level navigation links in a single line to avoid clutter.
• Dropdown Menus: Use dropdown menus to display subcategories without overwhelming users.
• Mobile Considerations: Ensure navigation adapts well to mobile devices, often using a hamburger menu.

4. Create Content Hierarchies

A well-structured content hierarchy organizes information for easy access:

• Prioritization: Display the most important content prominently.
• Logical Grouping: Group related content together with clear headings and subheadings.
• Visual Hierarchy: Use typography, color, and spacing to differentiate between content levels.
• Breadcrumbs: Implement breadcrumb navigation to help users understand their current location and easily backtrack.

5. Be Predictable, Help Guide Users to the Information They Are Looking For

Predictability in navigation helps users find what they need without confusion:

• Conventional Naming: Use standard labels (e.g., “About Us,” “Services,” “Contact”).
• Logical Pathways: Guide users logically from one piece of information to the next.
• Minimal Creativity in Navigation: Avoid unique naming conventions that may confuse users.

6. Avoid Internal Jargon

Using industry-specific jargon can confuse users:

• Plain Language: Use simple, straightforward language understandable by a broad audience.
• Avoid Internal Politics: Do not get caught up in internal naming conventions that may not make sense to visitors.

7. Group Pages Predictably

Logical grouping helps users locate related content quickly:

• Themed Categories: Group content into broad categories and subcategories.
• Clear Labels: Ensure each group is clearly labeled to reflect its content.

8. Be Consistent Across All Website Pages

Consistency in navigation elements helps users become familiar with the site:

• Uniform Design: Maintain consistent design elements (colors, fonts, styles) across navigation components.
• Positioning: Keep navigation elements in familiar locations.
• Functionality: Ensure consistent navigation behavior across all pages.

9. Utilize Hover States and Active States

Interactive elements should provide feedback to users:

• Hover States: Change the appearance of navigation links on hover to indicate they are clickable.
• Active States: Highlight the current page in the navigation to show users their location.
• Focus States: Provide clear focus states for keyboard navigation, ensuring accessibility.

Bonus: Design Tips

1. Clickable Headers: Make headers clickable in both the navigation and the footer.
2. Hover Delay: Implement a hover delay to allow users to pass over navigation without triggering menus immediately.
3. Same-Page Links: Use same-page links for lengthy pages to improve navigation efficiency.

Common Navigation Mistakes

• Too many links, resulting in a cluttered navigation
• Not prioritizing the user's experience
• Not focusing on the primary call to action
• Using user-alienating pop-ups and distracting toasters

Recap of Best Practices:

1. Start with a Sitemap and Good Information Architecture (IA) Structure
2. Prioritize Accessibility
3. Design for User Experience
4. Create Content Hierarchies
5. Be Predictable, Help Guide Users
6. Avoid Internal Jargon in Naming Conventions
7. Group Pages Predictably
8. Be Consistent Across All Website Pages
9. Utilize Hover States and Active States

Additional Resources:

Post Index

• Information Architecture
• Global Navigation
• Local Navigation
• Utility Navigation
• Breadcrumbs
• Related Links
• Footer
• Taxonomy

Additional Reading

• How Screen Readers Work
• The Importance of Information Architecture
• Technical SEO and Website Navigation
• E-commerce Navigation Best Practices
• Web Accessibility and Navigation
• Main Website Navigation Tips
• Modern Navigation Rules

Accessibility Tools

• Accessibility Checker
• Accessible Web