Your company’s customer service does not start when the client picks up the phone or comes in the store, it starts when they visit your website.
Your business’ online experience should be a reflection of your customer service. The homepage should provide a warm welcome, and the navigation should help the visitor quickly and easily find their desired content.
Make sure you simplify the architecture of the site to eliminate unnecessary navigational confusion for the site user. Look at the overall site structure for ways to eliminate and consolidate pages, or add pages and other structural or design elements to help direct the visitor. The goal of your navigation is to help lead a potential client down a path of conversion: from initial homepage perception, to sub-page review, to the final call to action.
Remember – A significant portion of your site should focus on educating the visitor on the value of your services so they leave with accurate understanding of how you can help and why you are different from your competitors.