Clear language 
Users don't expect a navigation to entertain them but to help them find things on a site. Use words that make sense to users and that make clear what they can expect when they click on something. If users don't know what a particular category in your navigation means, they will be less inclined to click on it. Don't forget that users are not on your site to be surprised, but to be informed.

Stick to the standard 
Even though the internet is a relatively young medium, there are standard expressions for some navigation categories. 'Home', 'Site Map', 'Events' and 'Contact (Us)' have become standard expressions and users know what to expect when they click on them. Stick to these standard expressions and don't confuse users with your own verbal concoctions.

Be clear 
What goes for general categories that can be found on every site, also goes for site-specific categories: use clear terminology that leaves nothing to the imagination. To check whether a category name makes sense to users, ask someone who doesn't know your company or your product what he thinks it means. If that person gets it wrong or simply doesn't have a clue, chances are that most users won't understand it either. Another mistake companies often make is using product names in the navigation. Mobistar clients are probably familiar with 'Tam Tam' but not all visitors of the Mobistar site will realise this is actually a free magazine for all Mobistar Tempo clients.

Use words, not images 
Should anyone still doubt it: using only icons in your navigation is a definite no-go. Users are not on your site to go over every icon with their mouse-pointer to find out what's hidden there, only to forget it after fifteen seconds and having to do it all over again. No matter how tempting the images your graphic designer made may look, be aware that using only icons makes it hard for your users to navigate on your site. 

Els Aerts & Karl Gilis

A more in depth version of this article has appeared in Tips & Advies Online Ondernemen, year 5, number 14 (Belgium and the Netherlands).