The web started as hypertext … a loose collection of pages held together as unstructured mass in cyberspace. And many financial sites still are structured this way … with no paths or flows, just a find-your-way-around approach. Now thats OK for a content rich site, or even a news site, where where you navigate to next depends on what you fancy at the time. But knowing about a financial product demands you see more pages and often in a particular order. John Charcol at www.charcolonline.com understand this and have structured their site around a set of well-trod paths that prospects can follow. It means that you get answers to questions rather than gaps in knowledge, it means that finding things gets easy as things are where you expect to find them … and it means they do pretty damn well online for a difficult and high-cost product.

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