Nobody visits a website just to browse. They come looking for something. Is yours organised for the person searching — or for the person who built it?
When someone lands on your website for the first time
they're not exploring.
They're looking for something specific.
Do they find it?
Or do they close the tab and look
on the next search result.
of users leave a website if they can't find what they're looking for with ease. They don't say anything. They don't explain. They simply leave.
Nielsen Norman Group
Most websites are organised like an org chart: About Us, Services, Team, Contact. That's the internal logic of the company.
It's not the logic of someone arriving from Google with no prior knowledge of you. That person isn't looking for your story. They want to know if you can solve their problem.
The person landing on your website has three questions before deciding whether to keep reading or leave:
Can they help me with what I need?
How much will it cost?
How do I contact them?
Everything else — your history, your values, your team — is secondary. Always.
It's not that information about your company is irrelevant. It's that it comes after answering those three questions. If you put it first, the user is already gone.
The user arriving from Google has a specific need, not biographical curiosity. "About Us" doesn't solve anything in the first scroll. The customer wants to know if you can help them — not who you are.
More than five or six items in the main menu paralyses the user. The paradox of choice: more options, more time hesitating, fewer decisions. A good menu forces prioritisation — and that priority should always be the customer's.
"Our Story", "Our Values", "Our Team". All "our". The person entering isn't looking for that yet. They want to know if you can solve their problem. Everything else comes after — if they decide to stay.
That's all you need to find out whether your website is organised for your customer — or for yourself. No technical knowledge required.
Open your website without scrolling. Just the menu and what's visible on entry. Can you tell what you offer and who it's for before reading anything?
For each menu item, write what it's for from the perspective of someone discovering you today for the first time.
If more than one menu item describes your company rather than solving something for the customer, you have the order wrong.
If the exercise raises more questions than answers, tell us. In 24 hours we'll tell you how to reorganise what you have so it works for whoever lands — no cost, no commitment.
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