Your website plays a major role in how people discover, understand, and connect with what your business or organization offers. But even the most beautiful website can underperform if visitors can’t quickly find what they’re looking for.
That’s why your website navigation—the words you choose for your menu—is one of the most important parts of your entire site. When your website menu is clear, direct, and easy to understand, visitors stay longer, engage more, and take the actions that matter to your organization.
This article will show you how small, strategic changes to your navigation can dramatically improve your website’s performance.
People Don’t Read Websites – They Scan for What They Want. Fast.
Most visitors give your website 10–20 seconds to prove they’re in the right place. If they can’t immediately spot the menu item that matches their goal, they don’t dig deeper, they leave your website.
And the very first place they look for clues is your navigation bar.
Why Clever Navigation Menu Labels Confuse Users
Websites with a strong information scent help users anticipate what content lies behind each link or navigation choice.
Pirolli and Card first used this term in the 1990s to describe how a user searches for information on your website: they do so in much the same way that animals hunt for food. They follow the scent trail to reach their goal.
So, make sure your website has a strong scent trail for them to follow. Your users are scanning, not thinking deeply. They’re looking for words that match the task in their mind.
Labels like these will help them quickly find what they are looking for:
- “Join the Chamber”
- “Plan Your Trip”
- “Book a Service”
- “Shop”
- “Donate”
When you replace clear wording with clever labels, you break that scent trail.
Using creative phrases, branded terms, or industry jargon for navigation tabs can confuse users. For example,
- A creative agency calling its services page “Our Magic.”
- A bakery labeling its menu “The Experience.”
- A nonprofit naming its donation page “Empower.”
These may sound inspiring internally—but to a visitor in a hurry, they mean nothing.
Every time someone pauses and wonders, “What does that mean?” you lose them.
A Case Study: Clear Navigation Results in Higher Website Conversions
A medical college worked with the digital agency (un)Common Logic to improve their website engagement. Their navigation used typical, passive labels like:
- “Admissions”
- “Contact Us”
While these labels were accurate, they weren’t action-driven.
The agency changed those labels to match the action the user wanted to take. For example,
- Admissions became Enroll Now
- Contact Us was renamed Request Information
These minor changes to the website navigation led to a 93% year-over-year increase in conversions.
And here’s the key takeaway: Your visitors don’t want labels, they want direction.
Industry-Specific Website Navigation Makeovers
Below are real-world examples tailored to your type of organization.
Website Navigation Labels for Small Business (Retail, Services, Professional Services)
Websites that sell products or services must make it easy for visitors to find information and products quickly.
The Pitfall: Using generic or abstract terms that don’t describe the outcome or branded terms that not everyone is familiar with.
The Solution: Use clear, concise labels
| DON’T | DO |
|---|---|
| Solutions or What We Do | Use a specific service description such as: Plumbing Services or Business Coaching |
| Lookbook | Kitchen Remodel Gallery |
| The Lab | Product Development |
| Catalog | Use clear, concise labels like: Shop New Arrivals or Shop Men’s Apparel |
| Marathon Rewards (branded term) | Fuel Savings Program (what the program is) |
| Station Map | Find a Gas Station |
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Website Navigation Labels for Nonprofits
Your audience needs clarity, trust, and easy access to action steps.
The Pitfall: Using internal language or creative phrases that donors don’t understand.
The Solution: Use clear, concise labels that everyone understands.
| DON’T | DO |
|---|---|
| Get Involved | This is too broad of a term, instead use a phrase that describes the specific way to be involved, such as: Volunteer or Donate |
| Initiatives | Use a better term to organize your programs or label each specific program: Our Programs, Feed the Hungry |
| Stewardship | Financial Reports or Where Your Money Goes |
| Conservation 101 | Clarify what users can do on this page, for example: Learn About Conservation |
Menu Labels for Chamber of Commerce, Tourism, or Economic Development Websites
Your website should immediately communicate value to businesses and the community.
The Pitfall: Using internal language or creative phrases that hides value from potential members.
The Solution: Use clear, member-focused labels that everyone understands.
| DON’T | DO |
|---|---|
| The Hub | Member Directory |
| Advocacy | Government Affairs or Policy Updates |
| Resources | Business Tools or Relocation Guide |
| Map Room | Maps |
| Tourism | Create tabs named for the activity of interest: Things to Do, Historic Sites, Arts & Culture, etc. |
| Shopping | Focus on the words people use to search: Where to Shop |
| Event List | Member Events or Annual Events |
Bonus Benefit: Clear Navigation Improves SEO
Search engines are like blind visitors. They rely entirely on text to understand what your business does. If your navigation says “Services,” Google has a vague idea of what you do. If your navigation says “Commercial Landscaping,” Google knows exactly what you do.
If you sell “Handmade Soap,” having a link called “Shop” is okay, but “Shop Handmade Soaps” is better.
If you are a Chamber, a “Join” link is okay, but “Join the Chamber” is clearer for search engines.
Clear wording improves:
✔ local search visibility
✔ click-through rates
✔ relevance for the keywords your audience is actually searching
Descriptive labels help you rank higher for the services you actually offer.
Your 10-Minute Website Navigation Tune-Up
Set a timer for 10 minutes and run this quick audit:
- The Stranger Test
Ask someone unfamiliar with your industry to read your menu. If they can’t predict what each page contains, rename it. - The Mobile Test
Open your site on a phone. Are long labels getting cut off? Short, simple labels always win. - The Rule of 7
If you have more than seven top-level menu items, users get overwhelmed. To reduce top-level menu items, group related pages under clearer headings. - Replace One Passive Label With an Action
Swap a generic term like “Info” or “Services” for:- “Get a Quote”
- “Book a Service”
- “Plan Your Visit”
- “Join the Chamber”
- “Download Our Guide”
Small changes compound quickly.
Final Takeaway
Your website navigation is not the place for creativity—it’s the place for clarity.
Your visitors are scanning fast. They’re trying to solve a problem. And your words either guide them forward… or send them away.
Make your website a map, not a maze. Review your menu today. If you have a link that requires a ‘guess’, rename it.
Use clear, direct, actionable navigation labels—and watch how much easier it becomes for your audience to engage, support, and connect with you.
Need help?
If you would like help with social media marketing, content creation, content marketing, email marketing, or web development for your Business, Chamber of Commerce, or Tourism Organization, get in touch with us today!
