January 2007
Are You Leaving Your Prospects Hanging?
By Jeremiah Desmarais
Website owners, I’m talking to YOU. There are way too many of you out there tolerating lousy website navigation.
Let me tell you why it’s such a big problem.
Navigation is how people travel through your website. Successful navigation makes it almost effortless for visitors to find the information they’re looking for. And when all the barriers are down, it’s like you’ve cleared away a path through the jungle for them to get to your hut.
Problem is, a lot of insurance websites don’t chart the most effective course for their different types of visitors. For example, does a young single professional want to see the same plans that a working mother would?
Not likely.
So what happens is people make it to a certain page — then get stalled because there aren’t any links to show them how to move forward.
