One of the buzzwords in web design is "user journey." It comes up a lot when we talk about "website strategy," but what does it actually mean?

The user journey is the path we want visitors to take when they land on your site. And here’s the thing: it’s not their job to figure it out—a good website shows them the way.

We like to imagine visitors browsing in a neat, linear way: starting with the homepage, then moving to the about page to learn more about you, heading over to the services page, and finally running full tilt to the contact form.

Hate to break it to you, but that’s not how people use websites.

Sometimes, the path is a little more chaotic. People click on whatever catches their attention, wander around, get distracted, and sometimes forget why they came in the first place.

That’s why it’s crucial to guide them with small nudges along the way—like breadcrumbs leading them to where you want them to go.

Enter: Call-to-Actions (CTAs).

CTAs are those helpful little signposts that say, “Hey, click here next!” They keep people from getting lost and gently encourage them to move toward your end goal (like filling out your contact form).

You’ll want to have a CTA button wherever someone naturally stops on a website.

This ensures that people will continue to stay on your site, learning how you can help them solve their problems, and building trust.

Just make sure the buttons are clear - don’t say things like “Learn More”. That’s bad for accessibility because there isn’t any context on where the button goes. Instead, use something like “Learn More About Our Services” or “Explore Our Portfolio.”

Talk soon!

Stacey