Late in her life, my Mother taught me to be a leader. In her Senior years, she lost her sight. The first time I took her arm to help her navigate a flight of stairs, she indignantly pulled away from me."I take your arm. You don‘t take mine, " she said. ".You don‘t need to steer me. Lead me."
Today it occurred to me what great advice that is for writing web content. Customers tend to balk when they feel pushed or "steered". In coming to your web site, they have already "taken your arm". Give them the help they need by gently leading them to where they want to go.