Use a web page for information people need to find, read and act on online. Offer a PDF when a fixed document is useful for downloading, printing or sharing. If you provide both, decide which version is the main record and keep their facts consistent when something changes.
Begin with what the reader is trying to do
A visitor checking whether you provide a service needs an answer quickly. Making them download a brochure, open another application and search through pages may add unnecessary work.
A procurement contact may have a different need. They might want a document to circulate internally or attach to a project file. A well-prepared PDF can be useful in that situation.
The format decision should follow the task. It should not be made solely because a printed brochure already exists or because a page template has space for a download button.
Put everyday information on the website
Service descriptions, opening details, eligibility, contact information and the next step usually belong in readable web content. People should be able to understand the essential offer without downloading anything.
The GOV.UK guidance on publishing accessible documents favours HTML for content that can be published that way. Its publishing rules apply to government, but the practical question is relevant to any business: is a separate file helping the reader?
For an illustrative training provider, the course page could explain who the course is for, the format, dates and enquiry route. A downloadable information pack could then support an employer who needs to share the details.
Use a PDF for a defined document
A PDF has a clearer purpose when the document itself matters. Examples include a printable checklist, a product specification sheet or a document with a controlled issue date.
Give the download a descriptive name and explain what it contains. Include the file type and size so people know what will open. “Download the commercial product specification, PDF” is more useful than “Find out more”.
Do not assume the file is accessible because the text looks neat. Check reading order, headings, links and whether text is selectable. Scanned pages may need additional work. A document specialist may be needed for complex material.
Avoid two versions quietly drifting apart
If a price, date or service detail appears on both the site and a brochure, someone needs to update both. Record the owner and where the same information is reused.
Put a version or issue date on documents that need one. Keep a record of the current file and check links when replacing it. A new PDF uploaded under a new filename does not remove copies already downloaded by customers.
Where appropriate, link the PDF back to a stable web page for current information. This does not excuse inaccurate files, but it gives readers a way to check details before acting.
Do not hide the answer behind a form without a reason
Before asking for an email address to release a brochure, consider whether you are withholding basic buying information. A visitor may simply need to know whether the service is suitable.
If there is a real reason to collect details, explain what will be sent and what happens afterwards. Make the form proportionate and keep unrelated marketing choices separate from the requested document.
A useful download should still be useful after the form is submitted. Repackaging the visible service page into a lightly branded PDF is unlikely to justify the extra step.
Review the whole route to the file
Test the download from the page where people encounter it. Check the link on a phone, the file’s first page and the route back to the website.
- Does the link describe the document?
- Is the current version easy to recognise?
- Can someone read the essential information without excessive zooming?
- Do the document’s contact links work?
- Is there a named owner for future changes?
Also search your own content inventory for links to older versions. Documents can remain attached to old articles or project pages long after the main service page has been updated.
If you are redesigning, include downloads in the website content inventory. For the information that should stay visible online, use our service page checklist. Our website design service can help organise both pages and supporting documents.