Action Item

When building a website, I like to keep two main ideas in mind: end goal and pathway.

The “end goal” is what you want to happen. If a visitor does this thing, your website has succeeded. For example, send a message, buy a ticket, subscribe to your list, etc. The “pathway” is the route a visitor takes through your content to your end goal.

The trick, when designing your site, is to anticipate what your visitor will want to do and learn before completing your end goal. Then, your job is then to build a sequential pathway that guides them super-duper easily from entry to completion.