Think about the frustration you’ve had when calling an automated “help” line and none of the directed numbers to be pushed take you anywhere near where you must go to solve your problem. Around and around you go and with multiple laps back through the  main directory, with each new visit only reminding you how you will never use this business or service again.

This frustration can and does occur on websites every day. Directive clicks must make sense. Let your customers get where they want to go and show them what they want to see when they get there.