As with global navigation, all spotlighted links should also be above fold. This point might seem obvious, but I've seen quite a few sites recently that almost hide important links. They are buried too far down in site.

One site in particular placed two most important links at bottom of page, completely out of site. Big mistake: visitors just won't see them.

Although navigation usually shouldn't be primary focus of your page (that honor belongs to content), it should be given a prime position.

3. Contextual navigation.

Contextual navigation refers to links that give more info about something specific visitor is trying to do.

On every page of your site, you'll have to anticipate questions a visitor is going to have. Figure out what kind of additional information they might need. Then provide links to that information at precise place that they will have question.

One good rule is that any time you refer to information on another page of your site or on a third party's site, link directly to that info. Don't make them hunt and peck trying to find it for themselves. Make it readily available.

4. Bottom-of-the-page navigation.

Whenever visitor gets to end of a page, they are left hanging. They have finished whatever it is they were working on, and now they need somewhere else to go.

This is a critical moment, because it is terribly easy for a visitor to leave if you don't give them somewhere to go. It is your responsibility to point them in right direction.

Never, never, never leave visitors without suggestions at bottom of a page.

If possible, you should try to decide on 1-3 places that visitor is most likely to want to go next. Think about your most important goals for them. Then guide them in that direction.

Always make sure there is at least one link at bottom of a page.

You must make it easy for visitors to do what you want them to do. Always ask yourself...

Where are my visitors going to need a link and how can I make that link really obvious to them?

There are 605.6 million people online. Can they find your business? Jamie Kiley creates powerful and engaging websites that make sure YOUR company gets noticed. Visit www.kianta.com for a free quote.

Particularly on a home page, you must catch a visitor's attention and give them a reason to stay on your site. If you don't do this immediately, they'll be gone.

For this purpose, words are far more effective than images. In almost all cases, pictures cannot communicate message nearly as specifically or quickly as well-chosen words can.

It's important to remember that web revolves around information. People use web to find out what they need to know, to be informed on topics that are important to them. That almost always means they are looking for text. They want explanations, answers, reasons, and motivation.

I firmly believe that pictures and images enhance a website, but they should be used to provide a tasteful, professional frame for your copy, not replace it.

It is true that web users are notorious for having short attention spans and not wanting to read large amounts of copy. However, problem is that most of copy on websites today is vague and not enticing. It's focused on company rather than customer. So it should be no surprise that visitors avoid reading it.

The solution does not lie in eliminating text-based communication; it means we have to work harder to capture interest with copy. People DO read copy that catches their attention.

If visitors are met with paragraphs that are focused on them, that are rich with benefits, and that are formatted in easy-to-read chunks, they are much more likely to be drawn in and to act on your offer.

Don't focus strictly on graphics. Go for copy.

There are 605.6 million people online. Can they find your business? Jamie Kiley creates powerful and engaging websites that make sure YOUR company gets noticed. Visit www.kianta.com for a free quote.