I bank with ABSA. They have quite a good online site... except when you try and find the phone number for a specific branch. Wanting to contact them, logically, the first place I looked was under "Contact Us". This didn't quite work out for me as they only list their head office numbers there. So I clicked on the "Help Centre" link. Nothing about branches in there. By now I'm thinking, where's my phone directory.
I click on a drop down on the home page that reads: "Where to? Explore ABSA". Guess what, no mention of branches there either. I've run out of areas where, logically the branch list can be. So I do what any other desperate person will do, start clicking on irrelevant links. The first one I try is another dropdown on the home page that reads: "Electronic Services". Naturally it's all about internet banking, except... hang on... there's a link here that says "Service Locator". Mmmm I wonder what this does... EUREKA!!
What a complex way of naming something so simple. It's a simple solution: under contact us, place a link for "Locate a branch" - thanks.
The lessons here are:
1. Don't use complex terminology - call it by its name or function
2. Place the info where people will logically look for it