A website’s navigation menu is like a roadmap guiding visitors to the information they need. Poor navigation design can derail users, causing them to feel lost or frustrated. On the other hand, intelligent navigation makes a site intuitive and easy to use.
When creating navigation, the goal should be striking a balance between providing access to key pages while not overwhelming users with too many options. Follow these best practices to design navigation that converts.
Limit Main Navigation Links
Resist the urge to include every single page in your main navigation menu. Too many links can overwhelm users and make navigation confusing. Best practice is to limit your top level navigation links to 5-9 choices max. Focus on linking to the most important pages like About, Products/Services, and Contact. Secondary pages can be accessed through sub-menus. An overly cluttered main nav suggests a lack of thought in site architecture.
Use Clear Calls-to-Action
Calls-to-action should stand out on the page and use strong action words. Strategically place CTAs in key spots throughout your site to guide visitors to your desired actions, such as signing up for a newsletter or making a purchase. Write CTAs with descriptive verbs. “Shop Now”, “Learn More”, and “Start Free Trial” are examples of effective CTAs.
Include Useful Sub-Navigation
Once visitors navigate to key sections of your site, use sub-navigation menus to allow them to drill down further. Break down sections into logical sub-categories to facilitate easy access to relevant content. For example, your Products page may have a sub-menu linking to categories like Electronics, Home Goods, and Apparel.
Implement Breadcrumb Navigation
Breadcrumbs are a trail showing the path through a site’s hierarchy, typically starting with Home. They help re-orient users to where they are on a site and enable effortless navigation to higher levels in the architecture. A breadcrumb trail like “Home > Products > Accessories” reassures visitors that they are on the Accessories sub-page of the Products section.
Maintain Consistent Navigation
For optimal usability, navigation elements should appear identically on every page. Don’t change the order, naming, or styling of links across different sections of your site. A predictable structure where menus always stay in place allows for seamless, intuitive navigation.
Smart navigation design significantly impacts a website’s usability. Follow the concrete best practices outlined here as you develop your site’s structure. Well-executed navigation can engage users, keep them on site longer, and drive conversions.


