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Are We There Yet?

Long before kids spent Sundays surfing through Cyberspace, many of us endured the Sunday Drive—a meander to parts unknown, rolling along wherever the road would take us. With kids, dogs and picnic wares loaded up, we headed out to breathe fresh country air. Sounds idyllic, yes?

No. After 15 minutes, the motion sickness set in. Our dog and I took turns with our heads out the window. And, all I could think was, “Are we there yet?”

Today, I avoid car trips like The Plague. If I travel, it's by airplane. But, with time stretched to the limit, still I experience the Are-We-There-Yet sensation—especially, when I'm looking for information on the Internet.

Neither search engine nor connection speed is the issue—both are very efficient. Things bog down when I arrive at a destination site and have to slam on the brakes. The road ahead is not clear. The route between my needs and the site's solution is not apparent. Sometimes, I get so frustrated that I look for a different resource altogether.

The culprit is web site navigation. Is your homepage a welcoming entrance to your site with clear indicators that direct visitors to what they need? Or, does it mirror your organizational chart?

When I am asked about how to develop the “best” navigation, the simple answer is navigation that best serves the needs of your audience. Get started by:

Doing so will show your visitor that you understand their needs. Don't keep them wondering, “Are we there yet?”

ID IQ: Is your logo working for you?Has your company outgrown the logo you used at start-up?
Did you never really have a logo?

Does your logo look less professional than you are?

Do printers and outside vendors have difficulties reproducing your logo?

Download "What's your ID IQ? This easy self-assessment tool help you see whether your logo is working to support your brand.

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Next Issue:

North West: Is your brand pointing clients in the right direction?

ALLE is a catalyst inspiring companies, professional organizations and committed entrepreneursto expose and express their brand value.

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