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Your information architecture needs to accommodate both active and passive user mind sets. What makes it more complex is that in any one journey through a website, a user will frequently switch between the two mind sets.
In other words, they go to a website seeking specific facts, and then become interested by a link to background information and go off on a lateral branch rather than pursuing their original enquiry to its logical conclusion.
How to make your website more engaging
To encourage users to browse around your website, you need to have both factual and educational links. For example, if planning a corporate website, add links from the Products page to inspirational case studies of how other customers benefited from buying the product.
For advice on user experience planning
Contact Fen Digital on 01638 565956
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