Every menu is a question the visitor has to answer before they are allowed to ask their own. For a decade that was the only option. It is not any more, and the businesses that notice first will get the benefit.
The navigation bar is a compromise. It exists because a website cannot know why you came, so it offers a taxonomy and hopes one of the words matches what is in your head. Most of the time none of them do, which is why site search exists, and why site search is almost always bad.
What people actually do
Watch a session recording of someone trying to find a returns policy. They scan the header, fail, scroll to the footer, fail, open a submenu, guess, and leave. The information was on the site. The path to it was the problem.
Asking removes the path. A visitor types the question they already had, in the words they already had, and the answer comes back. There is no taxonomy to learn and no guess to make.
The part that is genuinely hard
None of this works if the answer is not written down somewhere. A conversational surface is only as good as what it can retrieve, which is why the unglamorous work of writing plain answers to real questions matters more than the interface sitting on top of it.
That is the trade. You stop maintaining a navigation structure and start maintaining a body of answers. For most small businesses that is a better deal, because the answers were always the point and the menu was only ever scaffolding.