Are you guiding your web visitors?

I just finished reading a short piece by Nick Usborne that really hit the nail on the head regarding the navigation of prospects through your website. His final remarks read as follows...

"Put at its simplest, each page not only has to fulfill its own purpose but also has to pre-sell the reader on the next page to view. In other words, every page has to be written and designed not as a standalone source of information but as part of a dynamic, linear sequence. And each page in that sequence has to build momentum in a forward direction."

As a software marketer, you have the challenge of leading the prospect through as much of the buying process as possible within the confines of your website. This doesn't mean they will purchase your software online, but you must lead them to the point where they want to give you their contact details and hear from your salesperson.

To summarize, your website needs to guide the prospect toward becoming a lead. Does every page in your site do this?