This question is #2 for a reason. Question #1, What can I do here?, is pretty important – that’s the main focus of the page, after all. But once your webpage visitor has done that thing – read that article or filled in that form – they need to know what they can do next? Good webpages direct those next actions.
Here are some examples:
- When you have finished reading this blog post, you’ll get a list of related blog posts at the end of the article. Those suggestions (created via a WordPress widget) are next actions.
- In my library’s catalog (catalog.tscpl.org), if you do a search and don’t find anything, you get an Ask a Librarian chat button (assuming we’re open). “Need help? Click the Ask Us button to chat” is a next action.
- Amazon is the King of Next Actions – each page is full of the “main event” – buying the book. But there are other, alternative next actions there, too – like adding more books to your order.