AviaryAI Website Navigation — Voice Agent First Strategy
Overview
AviaryAI's website navigation strategy centers on a "Voice Agent first" principle: the site's structure, homepage narrative, and primary navigation should all funnel visitors toward the Voice Agent product. This decision reflects both product positioning and hard-won experience — the team previously tested a multi-product navigation and found it diluted the core message and hurt conversion.
This article captures the strategic rationale, the specific implementation decisions made, and the open work items for the navigation build-out.
See also: [1] | [2]
Core Principle
"The trouble we've been having this whole time of doing that, and the reason we flipped from doing this exact navigation, is just the idea of distracting from the main feedback for that piece."
— Justin Dwyer, AviaryAI (2026-01-28)
The site must tell one clear story. AviaryAI's best-performing narrative is the Voice Agent. Any navigation structure that elevates the Knowledge Base product to equal prominence risks:
- Splitting visitor attention at the top of the funnel
- Weakening the homepage's conversion story
- Requiring a homepage redesign before the primary product story is fully optimized
Key Decisions
1. Knowledge Base Is a Feature, Not a Nav Item
The Knowledge Base product page will not appear in the main navigation. Instead, it will be:
- Linked from within the Voice Agent product page (e.g., a content block: "This incorporates our Knowledge Base")
- Accessible for indexing and ranking via that internal link
- Positioned as a capability of the Voice Agent, not a standalone product
This preserves SEO discoverability without fragmenting the top-level navigation.
2. Safety and Security Remains Top-Level
The Safety and Security page must stay as a top-level navigation item. It is a trust signal that credit union buyers actively look for, and it should appear prominently on every relevant page — not buried under a dropdown.
3. Proposed Navigation Structure
The working navigation proposal (subject to Miro sitemap review) is:
| Level | Items |
|---|---|
| Top nav | Products, Use Cases, Industry, Resources, Safety & Security |
| Products dropdown | Voice Agent (primary); Knowledge Base linked from Voice Agent page |
| Use Cases dropdown | Collections, Dormancy, New Member Onboarding, (others TBD) |
| Resources | Blog, ROI Calculator (hidden/sales-only initially) |
This structure creates ranking opportunities across multiple keyword intents (product, use case, industry) without splitting the homepage narrative.
Keyword Rationale
The navigation decisions are grounded in keyword data from the organic analysis. Key signals:
| Signal | Implication |
|---|---|
| "AI voice agents" — high intent, meaningful volume | Own this term; it anchors the Voice Agent first strategy |
| "Knowledge base" — high volume, wrong audience, crowded category | Do not prioritize in nav; link from Voice Agent page only |
| "Loan servicing" / "loan payment reminder" — ~1,000% YoY growth | Strong use case page candidate; feeds Collections/Dormancy nav items |
| "Onboarding" — declining YoY | Reframe as "early member engagement" rather than onboarding |
| "Glia alternative" — competitor, low-cost SEO opportunity | Blog target; not a nav item |
| Credit union-specific terms — low volume, very high intent | Worth having dedicated pages; not primary volume drivers |
Content Priorities Tied to Navigation
The following content work directly supports the navigation build-out, in priority order:
-
Journey drafts as hidden sales pages (top priority)
Publish Collections, Dormancy, and New Member Onboarding journey drafts as hidden web pages for sales use. These will also inform the Use Cases section of the nav once optimized.
- Requires: client logos (SVG preferred), AUM, and member count from Justin/Aaron
- Owner: Sebastian Gant (Asymmetric) -
Miro sitemap
Build a visual sitemap in Miro to map current vs. proposed navigation, enabling async review with Aaron and Justin before any dev work begins.
- Owner: Sebastian Gant (Asymmetric) -
Blog topic calendar
Map keyword targets to a publishing calendar. Blog content lives under Resources in the nav and targets longer-tail terms that don't warrant dedicated pages.
- Owner: Sebastian Gant (Asymmetric) -
Competitor analysis tab
Add a competitor keyword/page analysis (via SpyFu) to the organic strategy document to identify gaps and missed ranking opportunities.
- Owner: Sebastian Gant (Asymmetric)
What This Is Not
- Not a homepage redesign trigger — the Voice Agent first strategy works within the current homepage structure. A redesign would only be warranted if the Knowledge Base were elevated to equal product status, which is not the current direction.
- Not a Knowledge Base deprioritization — the product still gets a page and organic discoverability; it simply lives one level below the Voice Agent in the information hierarchy.
Open Questions
- [ ] Final top-nav label: "Products" (with Voice Agent dropdown) vs. "Voice Agent" as a direct nav link?
- [ ] Does the Use Cases dropdown include an industry-specific layer (e.g., Credit Unions), or does that live as a separate top-level item?
- [ ] When does the hidden journey pages → public use case pages transition happen?
Related
- [1]
- [2]
- [3]
- [4]
- [5]