These days, most web hosts provide their clients with more than enough storage space to publish a site that is rich with visuals and content. Why then, are some businesses still packing too much of their important information into PDFs instead of displaying the content online?
PDFs do have their place. For example, let’s say you have a multiple-page registration form or job application that would be too lengthy for a standard online form. Or sales literature, instruction manuals, and other tools that need to be printed because users will be reading them in the field rather than at a computer. Both situations call for a PDF. If, on the other hand, you want to provide your readers with general information — press releases, statistics about a grant program, background about your company, etc — put the text on your web site pages so that visitors can read it right then and there.
Why is this important? Three reasons:
1. When a visitor to your site has to drill down too far to obtain information, you risk losing them. Being required to download PDFs and open them requires extra time, and momentarily (or permanently) takes readers away from your site. This can be Pretty Darn Frustrating for your visitors.
2. With all the security risks out there in cyberspace these days, most responsible computer users are wary of downloading items to their hard drives. When they click a link, they expect to be taken to a web page. If instead they see a download taking place, they feel that they’ve been slipped a fast one. Definitely not good if you’re hoping to build a trusting relationship with your visitors.
3. Search engines look for words, not images, when they comb the internet. Because a PDF is an image, all the words contained therein are being passed over. Think of the opportunities you are missing to grab new visitors!
One other tip: When you put links on your website pages, be sure to let readers know which ones lead to PDFs and which ones lead to other pages on your site. Acceptable ways of identifying PDF links include adding the PDF icon in front of the link, or simply using the words “PDF” or “Download” before or after the link name. And when possible, cluster the documents together in a list, rather than sprinkle them throughout your pages. This will avoid the “land mine” effect that detracts from your layout and distracts readers.
