A 90-day plan to make your website navigation clearer

Key takeaways

A 90-day navigation plan moves from evidence to lasting change in four phases: measure and test in weeks 1 to 2, make quick wins in weeks 3 to 6, test and adjust the structure in weeks 7 to 10, and measure, document and hand over in weeks 11 to 13. Each phase ends with a check, so you always know whether the work is helping.

• Weeks 1–2: baseline data, clarity score and a five-person test.
• Weeks 3–6: labels, header action, mobile menu and next steps.
• Weeks 7–10: card sort and tree test if the structure needs it.
• Weeks 11–13: measure against baseline, write rules, name an owner.

What happens in weeks 1 and 2?

Measure before changing anything. Record key-page reach, homepage exits, menu clicks if tracked, site search terms and the most common 'where do I find' questions. Score the site on the five qualities of clear navigation, and run a five-person usability test with five core tasks.

• Set up menu click and site search tracking.
• Record four weeks of baseline data where possible.
• Score the navigation clarity score out of 10.
• Run a five-task, five-person usability test.
• List problems ranked by severity.

• How clear website navigation improves user experience
• The navigation clarity score: rate your menu in 20 minutes
• Track menu clicks in GA4: see which links visitors use

What happens in weeks 3 to 6?

Make the quick wins that do not change URLs: rename vague labels in customers' words, add a header action, show the current page, fix mobile and dropdown behaviour, replace vague link text and add next steps to key pages. Test the most important changes with a quick first-click test.

• Improve your website navigation this week: quick wins
• Menu labels: words visitors understand at a glance

What happens in weeks 7 to 10?

Decide whether the structure itself needs work. If the usability test showed services split across sections or key pages buried, run a card sort and tree test, then adjust the structure. Plan any URL changes with a redirect map. If the structure is sound, use this phase for accessibility and consistency fixes instead.

• How to redesign website navigation, step by step
• Change your navigation without losing search rankings

What happens in weeks 11 to 13?

Measure against the baseline, comparing equal periods and allowing for seasonality. Retest the same five tasks with five new people. Then lock in the gains: write a one-page navigation policy, name a menu owner, restrict menu editing and schedule a review in six months.

• Did the new menu work? Measure navigation before and after
• Who owns the menu? Keep navigation clear after launch

How much time does the plan take?

For a small business site, the owner or marketing lead typically spends two to three hours a week, more in the testing weeks. Developer or designer time depends on the fixes; most quick wins take hours each. These are GBL's working estimates, so scale them to your site.

What does this look like in practice?

A pattern we see: in the first fortnight a baseline test shows visitors cannot find prices or two of the services. Weeks 3 to 6 rename labels and add a header button. A tree test in weeks 7 to 10 confirms the structure is sound. By week 13, the retest shows the core tasks are easier and a menu owner keeps it that way.

• See client work
• Website Design & Development for UK businesses

90-day navigation plan checklist

• Weeks 1–2: baseline, score, usability test.
• Weeks 3–6: quick wins without URL changes.
• Weeks 7–10: structure tests if needed, or accessibility fixes.
• Weeks 11–13: compare, retest, write rules, name an owner.
• Review again in six months.

• Navigation usability checklist: 20 checks
• Website navigation audit: a one-afternoon review

Next step

Put the first two weeks in your diary: tracking, a baseline and one usability test.