The more choices you give your readers, the less you control the outcome of their visit to your website. Map your relationship with your ideal visitor.
What steps will your visitor take to engage with you?
Come to an info session? Sign up for your program? Ask a question?
These are the steps you want to include on your page as navigation options or quick link buttons, to help your user quickly find their answers. In each stage of the relationship, what may your user need or wish to do? Make it easy to know what to click next to move your visitor toward your goal. And make the experience successful.
The faster you take your reader to the heart of your business, the better. Visitors & users of your website usually come to your web site with a goal in mind: they want to find details on an event or course, or want to find out how to register, etc. Anything that distracts, confuses, or gets in the way of their goals will annoy them. The goal is to give them a positive experience.
What does your reader want? Do they want to sign up for a course? Book a room online? Download a document? Give them the goods.
Do you want to increase registration in an under-subscribed program? Provide better customer service with less staff hours? Invite guests to your lecture series? Make it easy for your reader to do what benefits you most. Anything else is secondary. When necessary, put junk in the trash can.
Use descriptive headings for the various blocks of content on your page to help your users quickly scan to find the information they need. Building well-structured content with H2, H3, and H4 titles that feature keywords ensures that your page is search-engine friendly and accessible for people who are visually impaired. How to format your headings:
The less content you put on a page, the more likely it is that a user will pay attention to it. Why? Because there is less to compete for your visitor's attention. The less content on a site, the less you have to maintain, fix, or update in future.
A user reads a website from beginning to end differently than they would read a novel.
The text on an image and or in a PDF cannot be read and indexed by the internet search engines. Your use of links and content wording in headings and content can improve your Google analytics. Ask the Marketing team to create ads and promo templates to help market your services.