Monday Copywriting Tip #8: Move Readers Forward at the End of Each Page

You have probably experienced this yourself. You are two levels down into a site, read a page of content and are then ready to move forward towards reaching your goal. But...at the end of the page there are no links. So suggested ways forward. So you have to scroll back up, and figure it all out for yourself from the navigation system. Or even use the browser back button.

This happens less with ecommerce sites, although it happens there all too often. But this 'naked' ending to a page is very common on other sites.

What to do? Well, if someone has read a particular page, you should have a sense of what they might want to read next. Your own site logs will give you some clues there. So provide some options. Include two or three or four links at the end of the page's content.

Dead end pages result in people losing confidence and leaving your site. Instead, maintain momentum by providing your readers with an obvious and immediate way forward.