These mistakes prevent customers and visitors from finding what they need to meet their reasons and expectations for coming to the site. No matter how good your content and functionality are, if the visitor cannot find it, for them it does not exist. Not providing clear action and audience paths on the home page. Link titles to specific actions often lack a verb describing the action, leaving the visitor to guess critical information. The other major discovery support mechanism is by audience.
Audiences are visitor groupings with shared interests or outcomes.
Clicking on the link takes the visitor to a path with a smaller set of action choices relevant to the outcome they are after. The visitor might learn about the products, buy a product or get product support. Presumably the page at the end of this link will make the action choices available on this site clear. Lacking a clear distinction between actions and audiences - many sites also mix these two major discovery paths in the same navigation list. This confuses visitors, making it more likely that they will not find the outcome they are looking for, even if the site offers it.