A website is nothing without the people who visit it. You can have the best information available, but if people can’t find it, it’s worthless.

This is why Information Design is so vital to the success of a website, and increasingly for the success of the business as a whole.

Is your navigation structure clear and concise? I’m not talking about clever. Clever navigation can be even worse than messy navigation. We’ve all seen websites with fancy one-word menus that tell us nothing about the link we’re clicking. Do your visitors know how to find the information they seek?

And keep in mind that not all visits start at the home page. Your visitors should be able to clearly navigate the website from any page.

Good navigation is only one small piece of an Information Design strategy, but it’s a good place to start.

Use the navigation structure to begin telling your story. It’s the outline from which you will write your chapters. An important step toward turning “content” into stories.

If visitors can’t find the information, they can’t read it.