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David Lee King

Three Questions Every Webpage Should Answer, #2: What do I do Next?



What do I do next?A couple days ago, we looked at the 1st question every webpage should answer: What can I do here? Today, let’s look at the 2nd question I think every webpage needs to answer: What do I do next?

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.
Take a look at your website, and see if individual pages answer the question “What do I do next?” If not, you are missing out on an easy way to point your customers to your great content, and to keep them on your site longer.

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