Granted there's no one size fits all formula. But some basic navigation elements apply to most every business Web site. Here they are.
1.
Home. It's a smart practice to have a text link to "Home" so visitors can easily find their way back.
2.
About Us. Make it easy for visitors to learn more about you and your company. "About Us" is a popular destination for customers and potential business alliance partners. Generally, I like to include a "Company History" page in this section to avoid creating an overlapping navigation element.
3.
Contact Us. It always raises a red flag with me when the "Contact" link only appears in fine print, buried in the page footer. It's not exactly a signal that the company wants to hear from me! Make it easy for customers to get in touch, and use a contact form that's not overly complicated.
4.
Our Products/Services. After a visitor gets an idea of who you are, the next thing they'll want to explore is what you do. Provide that information as straightforwardly as possible. Layer your information, starting with a summary page and using secondary pages to provide greater depth.
If you can keep it as simple as that, good for you! Here are some other top line navigation items that apply to many businesses, but not all.5.
Careers. If you're really looking for people, a "Careers" section is an opportunity to showcase your firm as a great place to work. You just have to be prepared to follow up sincerely on inquiries, or it will backfire.
6.
Media Room/Information Center. If the media is interested in you, this is an absolute must. A Media Room is the place to feature bios, press releases, company news, and more. For more information, here's an article by new media expert
David Meerman Scott,
Online Media Room Best Practices.
7.
Customer Support. If your site is interactive and/or your company offers complex products or services, a simple "Contact Us" page won't cut the mustard. More and more, purchasers think of the Web as their first line of communication when doing business, as opposed to a phone call or even a face to face meeting.
8.
Special Offers. Everybody likes a deal. If your business lends itself to promotions, discounts, loyalty programs and the like, highlight your special buying opportunities in your top line navigation. But don't do it unless your offers are meaningful and you're prepared to offer them on an ongoing basis.
9.
Blog. If you have a blog (and you should), don't be shy about letting people know - a blog home page may wind up being more popular than even your home page.
In general, the fewer top line navigation elements, the better. Visitors are intimidated by scores of links, just as they are intimidated by endless blocks of copy. But don't be overly stingy, either. If customers need the information, give it to them. And by the way, if you wonder whether your site is giving customers what they need, there's a sure fire way to find out.
Ask them!
