Websites are shop windows, not vanity projects! – Witness

Let’s first be clear about what your website is. In essence, your website is your shop window. Every time a visitor clicks on a tab within your menu, they are visiting different departments of your store. Using this retail metaphor may seem blatantly commercial to some of you reading this. If you feel that this is the case, may I suggest that you replace the shop with that of a gallery or bookshop? Whichever you choose to use, the metaphor remains the same: you want to lead visitors through a series of physical or digital spaces so they can find what they want to see as easily as possible. Minimal clicks help this progress, but so does accurate and appropriate signage that can be universally understood.