Give visitors a clear next step: CTAs, navigation and breadcrumbs
Make it obvious what visitors should do next, and how to find their way around, from the homepage down to deep pages.
The problem
The homepage has no clear call to action, little or no navigation, or deeper pages lack breadcrumbs.
How to spot it
- Visitors browse but rarely contact or buy.
- The audit could not find an action-oriented button or link on the homepage.
Why it matters
Visitors who arrive from search decide within seconds whether a site can help them. A visible next step and clear navigation turn interest into enquiries.
What happens if you leave it
Traffic that does not convert, and visitors who leave to find a competitor.
How to fix it
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Pick one primary action for the homepage (call, book, get a quote, shop) and show it as a prominent button near the top. Use a specific label: "Get a free quote" beats "Submit".
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Repeat the primary action after key sections and at the bottom of long pages.
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Navigation: a
<nav>menu linking to your main services or product categories, about, and contact. Keep it short and use the words customers use. -
Breadcrumbs on pages below the top level, with BreadcrumbList structured data:
<nav aria-label="Breadcrumb"><a href="/">Home</a> › <a href="/services/">Services</a> › Drain cleaning</nav>
Common mistakes
- Five equally loud buttons, so nothing stands out.
- Navigation labels that use internal jargon.
How to check the fix worked
Ask someone unfamiliar with the business to find and complete the main action on a phone, without help. Re-run the audit.