Use the words your visitors use
Navigation should sound familiar. Parents are more likely to recognise Term dates than a creative label such as Your journey. Customers should be able to find Services and Contact without guessing.
Give each page a clear job
Choose one main purpose for a page and make it obvious early. Keep related information together, use descriptive headings and give visitors a sensible next step.
Make reading feel comfortable
Short paragraphs, readable type, sufficient contrast and generous spacing help people scan and understand content. Avoid making essential information available only in a picture or an animation.
Think about a busy person on a phone
Check that menus are easy to open, phone numbers can be tapped and forms have clear labels. Important buttons should be comfortable to use without zooming or precise tapping.
Ask people to try it
Give a few representative visitors simple tasks, such as finding a policy or asking for a quote. Watch where they hesitate. Small observations can reveal more than a discussion about personal taste.