However, for some companies, the nomenclature is just too vague. Unlike ???home??? or
???about,??? which are entrenched as medium standards and have a common meaning, it??™s
better to offer readers a more descriptive section title when it comes to what the company
actually does.
In our glassblower example, we discussed how the artist??™s primary business was custom
installations, but he also sold a few pieces through his website. This artist would probably
not want to use the terms ???products??? and ???services??? in the navigation. Instead, it would
provide additional context if more relevant titles were chosen, like Sculptures for Sale and
Custom Installations. In our other example, Ted??™s Antiques might have a section on its site
called Furniture in Stock and another called Restoration Services. Both succinctly encapsulate
what the user will find if the button is clicked.
Equally important is to avoid words that are different but equally ambiguous. ???Solutions???
might be the worst offender; it smacks of fancy new-age business speak, but in fact means
even less than ???products??? or ???services??? because it could really be either one.
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