We’re seeing a lot of Australian SMEs missing opportunities with their websites, and often the problem isn’t content – it’s how people *move through* that content. In the next 12-18 months, user expectations will continue to rise, meaning poor navigation will become even more damaging to conversion rates. Here are some key mistakes we’re observing that you need to address.

Firstly, overly complex mega-menus are a major issue. While they seem comprehensive, they overwhelm visitors with too many choices. People don’t browse websites, they scan them. A simpler, more focused main navigation – ideally six items or fewer – performs significantly better. Think about the core journeys your customers take and structure around those, not every single product or service you offer.

Secondly, a lack of clear internal linking is costing conversions. We often see websites where pages exist in isolation. Strategically linking relevant pages together – both within content and through contextual navigation elements – guides users deeper into your site and increases the chance they’ll find what they need. This also helps search engines understand your site structure, boosting SEO.

Thirdly, mobile navigation is frequently an afterthought. With over half of all web traffic now coming from mobile devices, a clunky or difficult-to-use mobile menu is unacceptable. Ensure your mobile navigation is streamlined, easy to tap, and prioritises key actions like ‘Contact Us’ or ‘Request a Quote’. Hamburger menus are okay, but test alternatives like tab bars for improved usability.

• Poor Search Functionality: Many SMEs have a search bar, but it’s often inaccurate or slow. Investing in a robust search solution that understands natural language and provides relevant results is crucial, especially for sites with a lot of content.
• Ignoring Breadcrumbs: These small navigation aids show users their location within the site hierarchy. They’re particularly helpful for larger websites and improve user orientation.

Ultimately, effective website navigation isn’t about showing visitors everything you do; it’s about guiding them efficiently to the information they need to become customers. We recommend conducting usability testing – even with just five users – to identify navigation pain points on your website. Addressing these issues will deliver a measurable return on investment by improving user experience and boosting your conversion rates.