INSIGHT 06
DON'T MAKE VISITORS GUESS.
Visitors should not have to guess what a menu item means, where a link leads, whether a service is relevant to them, or how to contact your business.
The insight
Uncertainty often comes from small details: vague labels, missing context, hidden contact information, or a page that does not explain what happens next. Making these details clearer helps people move through the site with more confidence.
Three clarity checks
- Replace vague navigation labels with words visitors understand.
- Make important information—such as service details and contact options—easy to find.
- Explain the next step before asking someone to take it, especially when a form, booking, or enquiry is involved.
When a website answers the obvious questions, visitors can spend less effort figuring it out and more time deciding whether your business is right for them.