Many technology-driven businesses, consultancies, and design studios like to invent service names full of academic language or internal jargon when planning their website navigation—for example, calling a “website redesign” digital touchpoint ecosystem restructuring, “UI/UX interface design” multimodal human–machine experience empowerment, and “factory energy-saving upgrades” a comprehensive carbon-neutral energy-efficiency optimization system.
This self-indulgent naming sounds sophisticated in internal presentations, but causes two disasters on a website: first, prospective clients searching Baidu and Google always type phrases such as “corporate website redesign,” “UI design company,” or “factory air compressor energy-saving upgrades”; your invented terms have zero search volume. Second, visitors who open the navigation menu and scan it for 3 seconds cannot connect your service names to the urgent business tasks they need to resolve.
1. The golden formula for navigation and service names: “customer task terms + a professional scope description”
Taking the navigation dropdown structure of the JVDS website as a reference, the most effective approach is not to choose one or the other, but to use a task term that clients understand and can search for as the main name, with a one-sentence subtitle explaining the professional delivery scope:
| Self-indulgent internal terminology (clients cannot understand or find it in search) | Vague, broad terms (no clear scope) | Recommended two-level naming: “task term + scope description” |
|---|---|---|
Comprehensive digital brand matrix empowerment |
Internet services |
Corporate website development (Subtitle: Integrated delivery from strategic planning and custom design to development and launch) |
Existing digital asset renewal initiative |
Website upgrades |
Corporate website redesign and content migration (Subtitle: Improve visual structure and the backend while preserving the SEO authority of existing URLs) |
Multimodal human–machine interaction visual system |
Graphic production |
UI/UX product design (Subtitle: Covering user research, interaction prototypes, app/SaaS interfaces, and design guidelines) |
Cross-border global digital infrastructure |
Foreign-language website creation |
Multilingual corporate websites for international markets (Subtitle: Localized architecture for overseas markets, international SEO foundations, and faster global access) |
2. When should standard industry terminology be retained?
If a term is already standard terminology commonly used by industry buyers in requests for proposals (RFPs)—such as ERP system integration, ISO 27001 compliance consulting, SMT assembly, or industrial supervisory computer software development—use that standard term directly as the heading. Do not invent new wording: help knowledgeable buyers identify what they need at a glance.
