1. Easy Navigation
Depending on the content assets you are using, the step between the current asset your prospect is reading and the one you’d like them to move onto should be linked by an easy call to action (CTA). Many prospects are ‘skim readers’ and need to feel that your navigational process is a breeze. Either you provide valuable information by understanding the prospect’s needs and respect his or her time by creating easy navigation or they will move on to your competitors who actually achieve this.