NN/g: use labels with strong information scent; avoid vague verbs and conversational tone in nav (Apr 16 2023)

reference·Scope: business·Status: current

Created 2026-05-22

Quote (NN/g, April 16, 2023):

"Vague call-to-action verbs, unnecessary parallel language, and conversational tone of voice used in links and navigation labels are confusing."

Source: https://www.nngroup.com/topic/information-architecture/

Confidence: Verified.

Practical translation: "Industries We Serve" beats "Who We Help" (the second is a closed question; the first is a content category). "Services" beats "What We Do" (same reason). "Case Studies" beats "Our Work" (the second is vague — work could be anything). Use the noun the user would type into a search box, not the verb that sounds friendly.

Related: RULE: Lead paragraphs with the direct answer. Aim for 40–60 words. Make every paragraph self-contained. (same principle applied at paragraph level — strong information scent in the first sentence).

rule RULE: Lead paragraphs with the direct answer. Aim for 40–60 words. Make every paragraph self-contained.

Referenced by (1)

reference Research brief: Information architecture for service businesses with multiple verticals (piece 6 of 15) · relates-to