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E-Marketing Performance Blog

Don’t Play Product & Service Hide and Seek On Your Website

Don't play product and service hide and seek

When someone lands on your site for the first time, what are they most likely looking for? Do they want to know more about you? Do they want to contact you? Do they want to read your blog posts?

Chances are, it’s none of those. What website visitors really want is to find your products or services to see if what you offer is what they need. Why is it then that most sites hide their products and services under one or more navigation options?

Think about it. Most sites use their primary navigation real estate for About Us and Contact Us links with another option for “services.” Many product based websites might have their store hidden behind a “shop” link.

What’s up with that?

I’m not suggesting that “about” and “contact” options (among others) shouldn’t be clearly available on every page, but the those are secondary needs for the visitor. Their primary need is to find your products or services.

Take a look at your site’s current navigation. Is it meeting this visitor need? Can a visitor land on any page on your site and, without clicking or mousing over anything, see the broad strokes of what you offer? If the answer is no, it’s time to re-do your site navigation.

Don’t look at your navigation as a way for visitors to navigate your site but rather as a way to navigate to the information they most need at the right time. There is no doubt that when the time comes, you want it to be easy for visitors to contact you or learn more about your company. But they won’t be much interested in those options if they get weary of playing hide and seek when looking for products and services.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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