Action Mary’s Website Navigation Contains Critical Prospect Education Points
The user journey begins and ends with the main menu navigation located in the top right corner of the screen.
The “Menu” item, in the sans-serif Impact font, opens up a sliding menu from the right that takes up the whole screen against the white background.
Instead of standardized corporate copy like “Portfolio,” “Services,” “About” and so on, the agency uses a warmer, more personal tone of voice with “Who We Are,” “What We Do,” “Why We Do It” etc.
The ordering of these menu items forms a natural flow of the company narrative: the first one educates the prospects on the company and its team with a very concise bit of copy.
The second is a whole list of services Action Mary provides, the third elaborates on their brand values while the fourth menu item and page, “Friends of Mary,” showcases some of the services in action, ie. a portfolio of their work.
This navigation structure forms an intuitive user journey through several main education points that ends with a “Get in Touch” conversion point.