Website navigation refers to the elements that guide users through a site, helping them find content easily. The more intuitive the navigation, the longer users will stay, and the more likely they are to return.
The first step when designing a membership website is to plan the site's structure and user experience. Start by creating a sitemap. A sitemap is invaluable for visualising how the pages of your website are interconnected and ensuring that those connections are logical and intuitive for users. A well-thought-out structure sets the foundation for a functional and user-friendly website.
A sitemap outlines the navigation of your site, providing a clear view of:
a) The number of navigation links required for your homepage.
b) The total number of pages your site will have.
c) How these pages will be interconnected.
Create a user and search engine friendly top navigation
A simple, clear and intuitive top navigation is not only inviting for visitors, but also for search engines. If search engine bots can follow your navigation links logically within your site, they will get a clear picture of what your site is about and what topics your site is an authority on.
Your main menu should be positioned across the top of the page, as this is where visitors will expect it. Most homepage navigation includes primary links at the top, with secondary links often placed in the footer. Blogs frequently use category or menu links along the side of interior pages, but to maintain a clean and uncluttered design, side navigation should be avoided on homepages.
Instructions for designing your navigation sitemap
1. Identify Core Sections
- Define the main sections of your site. These typically include:
- Homepage
- About Us
- Services/Products
2. Create User Flows
- Outline the paths users will follow when navigating your site. Separate flows for members and non-members:
- Non-Members: Homepage → Membership Information → Sign-Up Page
- Members: Homepage → Login → Dashboard → Content/Services
3. Design a Hierarchical Structure
- Arrange your sitemap in a clear hierarchy to reflect the user journey:
- Homepage
- About Us
- Membership Info
- Blog
- Contact
- Member Dashboard (visible after login)
- Member content
4. Define Navigation Links
- Decide on the links that will appear in your main navigation and where they will lead. For example:
- Non-members see links to "Join" or "Login."
- Members see links to their dashboard, exclusive content and logout.
5. Set Up Conditional Navigation
- Plan how your navigation will change depending on whether a user is logged in or not. For instance:
- Non-members see links to "Join" or "Login."
- Members see links to their dashboard, exclusive content and logout.
6. Plan Subpages and Dropdowns
- Decide if certain sections (like the Content Categories or your Blog) will have subpages that can be accessed through dropdown menus.
7. Include Utility Links
- Add utility links for common actions, such as: Sign-up, Login/Logout, FAQs, Privacy Policy or T&C.
How to visualise the sitemap
Begin by listing the primary links that will appear in the top navigation menu on your public homepage. Next, define the subset of links that will be displayed exclusively after a member logs in. The subset will list the member-only content sections.
Sketch or use a tool like ChatGTP to create a visual representation of your sitemap. It could look like this:
Next map out which primary links will have dropdown menus and what subpages will be contained in each. Limit the number of links per dropdown to no more than 7 so the user will not be overwhelmed. Use clear, descriptive labels and group related items to help users find what they want.
Next map out your subpages and dropdown menus:
What links to include in your top navigation?
It's recommended to have no more than 7 links in the top navigation to prevent the menu from appearing cluttered. Given the limited space, it's important to decide which links should be prioritised and which can be placed in the footer.
Many websites commonly include links like About Us, Contact Us, Testimonials, and, for membership sites, Subscribe and Login. However, aside from Subscribe and Login, these links don't necessarily need to be in the primary navigation. Let's break them down one by one:
ABOUT US: While it can be useful in the top menu, if you're new or want to highlight your team's expertise, it's often better placed in the footer to save space.
CONTACT US: This link is best placed in the footer, where visitors now expect it. It will be accessible on every page without taking up valuable space in the top navigation.
TESTIMONIALS: Instead of a separate page, showcase testimonials directly on your homepage for better impact.
Is your website navigation structure working?
Now that you've strategically mapped out your site and followed best practices for creating navigation links, how can you be sure you've made the right choices? The most obvious metric is conversions - which might be subscriptions or email list sign-ups. Another way is by using Google Analytics, which can show where visitors are navigating to and from on your site. If key pages are being overlooked, it may be time to reconsider your navigation structure.
For a deeper analysis of user behavior, consider using tools like Hotjar, which track users' mouse movements and interactions, providing insights into how they engage with your pages.
Conclusion
Creating a sitemap before starting your website is a crucial step in the planning and development process, as it helps clarify key decisions. From the sitemap, you can determine how many links you need, what content they should lead to, whether they should be primary links or part of a dropdown menu and if additional links should serve as portals to specific content.
One final tip: when choosing a platform to build your site, ensure it allows easy creation of navigation links and offers flexibility to differentiate between public and member-only navigation.
