You’re an excellent client. The best, really. You’ve communicated clearly and collaborated with your creative team to make an infographic that’s both beautiful and useful.
But there is one GIANT piece of the puzzle that’s up to you to put in place after we deliver your final infographic files: the launch! Once it’s in your hands (or even before it’s in your hands), it’s vital to think about where and how that infographic will be posted on your website.
Let’s talk about some dos and don’ts for posting an infographic on your website.
The ideal infographic scenario
Let’s go with an ideal way to post an infographic first.
In Lemonly heaven, every website treats infographics nicely, giving them at least 600 pixels of horizontal real estate on a page without requiring a user to click any extra links or download anything to get there. Ah, a frictionless audience experience.
Every infographic would also have a paragraph or two of text providing context for the visual, some buttons to help viewers easily share the infographic if they feel so inclined, and some links or a call-to-action that directs the viewer to their next step. What should they do now that they have the information from your infographic? Download an ebook? Watch a demo? Contact a sales rep? You get the idea.
So we’ve talked about a few of the things that make your excellent infographic look its best on your website. Let’s drive it home with some tips on what to avoid.
Tips to avoid wasting a perfectly beautiful infographic
1. Don’t make your infographic viewable only as a PDF that opens in a new tab.
Why? When you make your viewers open the infographic as a PDF, several things happen—and none are to your advantage:
- It typically opens up full-width on their screen (in a new tab) which can be a cumbersome experience, depending on the design.
- Your website navigation goes away, so they have nothing to do after they read the infographic.
- The infographic is shown out of context, with no introductory content, surrounding website branding, or easily shareable link. It’s just a less-than-beautiful viewing experience that doesn’t put your infographic or your brand in the best light.
- Sending folks to a PDF (maybe with a messy URL like images.lemonly.com/12345678…) can make a mess of your web analytics. You’ll likely lose the ability to track views of your infographic, and clicks back to your website may be treated as referrals or new sessions. It’s a mess all around.
Really want the PDF available for your audience to download and/or print? You can still offer that as an option for readers. Publish the infographic on a web page as a JPG or SVG, then add a link at the bottom to download or print the infographic. You could even offer to email the PDF to your audience in exchange for their email address (and maybe prompt them to opt in to your newsletter at the same time—just saying).
2. Don’t post your infographic without context.
Why? Every star deserves a little introduction. It’s why awards ceremonies are so long. But in your case, a paragraph or two previewing your infographic story adds some nice context and sets expectations for your audience. It’s especially helpful if this is a landing page readers will go to from social media or email. A bit of context helps set the stage for your sweet visuals, so readers consume the infographic in the best frame of mind.
PLUS, giving your infographic some context can help with SEO, too! Search engines love context and thoroughness (and not just keyword stuffing). If your web page (including your infographic) gives the reader a more complete, context-rich explanation of your topic, it might get some more love from Google—while also giving all your page visitors a more informed reading experience.
3. Don’t break your infographic up into sections unless it’s designed for that.
Why? If your website has constraints on image sizes (e.g., limits on the length or size of individual images), have your infographic team design your project with that in mind. We’ve done this for clients lots of times, and intentionally crafting the infographic with this sliced-up approach in mind always looks better than cropping a long, vertical infographic image into pieces after it’s designed.
Let us know early on in your project any limitations your site has (chances are we’ve worked around similar limitations in the past). If we don’t know your limitations beforehand, we assume you’ll post your infographic as one full piece on your site.
4. Don’t make your infographic so small on the page that it’s impossible to read.
Why? We typically make infographics to be easily viewable at around 600 pixels wide or wider on desktop. If your website has constraints and your images are narrower than that, it really affects how easily the infographic can be read. It’s mildly soul-crushing to see a project in the wild that’s impossible to read, so do your best to make sure it’s legible.
5. Don’t hide your infographic; make sure it’s easily reached through your website navigation.
Why? Chances are, you’re creating your infographic because you want people to read it, share it, and probably take some kind of action as a result. Those things are nigh impossible if no one can find the infographic. Sure, you could try to distribute the direct link to its secret page, but isn’t it more effective to give your whole website audience a clear path to it?
Depending on your website, you might have a few options here. You could link to your infographic in a pop-up or banner along the bottom edge of the browser window. You might make your infographic the featured post on your blog page, giving it some extra visual real estate to catch readers’ eyes. The point is to make the path to your infographic clear and visible so your website visitors know how to get to it.
6. Don’t gate your infographic behind a lead-gen form.
Why? Infographics are for previewing or condensing large concepts, not exhaustively covering the meaty concept itself. When you ask your audience for their email address, they expect to get access to large pieces of content like multi-page ebooks or guides. Infographics are great previews to gated content to help educate an audience and intrigue them into learning more, but don’t hide an infographic away and demand an email address as ransom.
There you have it! The dos and don’ts of publishing your infographic online. Easy, right? Keep these best practices in mind to make sure you get the most out of your awesome infographic when posting it to your website, and you’ll see the sweet rewards of visual storytelling in no time.
(Of course, promoting it on social media is a whole other beast…)