Chances are pretty high that you have a ‘hub’ website that acts as a central holding silo for all of your content and links to landing pages and squeeze pages. Chances are also pretty high that your website layout isn’t optimised to meet your business goals in the form of completed conversions.
Below is a wireframe of a conversion-focused home page layout. You can download this
high-converting wireframe and use it to build your own high converting home page
here.
5. Website Navigation
A simple header with your logo and no more than 6 menu options and optional social icons works best. Don’t get tempted to use trends like the ‘hamburger’ menu on desktop sites – This will hurt your conversions and user experience.
Every website is different, but I’d recommend the following pages to include in your navigation.
Start here page:
If your website and blog is content heavy, you can use this page to introduce new visitors to your website and direct them to the most popular and relevant categories using a stylised, user friendly sitemap.
Alternatively, you can use this page as a squeeze page that provides a lead magnet related to their problem and your solution.
Products / Services Page:
Next item along in the navigation would be the perfect place to showcase your products or services page and link out to any external (or internal) landing pages you may have for each product or service. If you have multiple products and services, a drop-down menu would be ideal for this.
Case Studies / Testimonials / Portfolio Page:
Your customers and clients want to know your solution works right? Depending on your business, place a case studies, testimonials, results or portfolio page in your navigation menu to build trust with new visitors and show them that you actually deliver value.
About Page:
Yep, the infamous about page. This is your chance to talk about yourself, your company, your products, services and any awards and accolades you’ve achieved and is a must for your navigation menu as it builds trust and reduces friction.
Blog Page:
Almost any business can benefit from content marketing and doing so will result in long-term website traffic, and if done correctly, lead generation in the form of content upgrades, opt-in widgets and so forth. If you blog (which you should!), it’s a definite must for your navigation.
Contact Page:
An absolute no brainer, your contact us page should always be in your navigation. If it’s missing, expect trust and conversions to go missing too. Give your visitors multiple ways of contacting you. Think email, phone, Skype, business address, social media, homing pigeons… You get the idea.