Take a payroll company with three service levels:
Bronze, Silver, and Gold.
The Bronze service the client does everything themselves, Silver has a bit of hand holding and Gold is fully managed service.
So your website navigation might be;
Payroll Services;
- Bronze
- Silver
- Gold
Those names mean something to you, but to a potential client? Nothing. They don’t know which one fits their needs.
Instead of naming services by tier, describe what they do:
Payroll Services;
- Self Service
- Supported
- Fully Managed
Now your visitor can instantly find what’s relevant to them.
The same applies to any product or service – name it by function, not by what makes sense internally.
How could you simplify your own site navigation?
