As the event marketer, you’ll inevitably spend many more hours pouring over the website content than others are likely to (sad but true fact.) In contrast your target audience are likely to make short, focused visits, whether to register or find out who’s performing or exhibiting. They will be very keen to quickly and efficiently complete their task.
So in building your website navigation take a step back and ensure that you make content layout as clear as possible, designed for someone without your level of familiarity.
The best place to start is a clearly visible main menu, ideally across the top of the page so that it can stay visible (“sticky”) as your visitor scrolls down the page. The navigation should reflect your event type so if it’s a trade show then make sure that “Exhibitor List” is prominent; If it’s a consumer experience event then you’ll need Attractions and Opening Times links. It can be tempting to theme your menu items (symbols, icons, etc etc) or try and be catchy with the phrasing of the menu options. These may work but only if your visitors can universally interpret what you mean, otherwise you are just setting up a barrier. To be honest, it is best with website navigation to be as predictable and intuitive as possible and staying well within the realms of the norm.