Make sure you open an external link and PDFs in a new tab/window. It's good website usability.
The #1 reason people use the web is to locate quality content. Designing a website is not only about visual design. It’s also about content design – especially the words we present to our audience.
When writing for the web…
People skim and scan words on the Internet. They rarely read every word. Use words or phrases that will catch users attention when reading. Also, separate content with headings or bold words for quick viewing.
When writing content for your website, always remember to think search engines and how your target audience will locate you. Ask yourself, “What words or phrases will my customers use to find my organization?”
This is how the Internet is built and how Google indexâ€™s the web â€“ by jumping from one link to the other. Use keywords as links, not â€œclick here.â€ These words do not have any relevance to your company, target audience or Google.
Alsoâ€¦I know search engines are important, but remember who will be visiting your websiteâ€¦humans. Write for humans first, then for search engines.