PDFs and downloads: when they help (and when they hurt)

Understanding when downloadable content serves users well, and how to make it accessible when you do use it.

The format dilemma

PDFs appear everywhere in online spaces for organisations because they seem like an easy solution for sharing information - create a document, export to PDF, and upload. But PDFs can create significant barriers for users, especially those using assistive technologies or mobile devices, while also hiding content from search engines and making updates unnecessarily complex.

The web works differently than print documents. Web content adapts to different devices and user needs, remains searchable and linkable, and updates easily. PDFs lock content into fixed formats that often work against these web strengths.

Understanding when PDFs genuinely serve users better than web pages helps you make strategic decisions about content format that improve accessibility and user experience rather than creating unnecessary barriers.

When PDFs serve users well

Documents designed for printing work well as PDFs when participants genuinely need physical copies. Consent forms that families complete by hand and return via mail or at study visits need consistent formatting that PDFs provide effectively.
Official documents requiring specific formatting justify PDF format when legal or professional standards demand exact presentation. Professional certificates, assessment reports for insurance companies, or formal documentation often require precise layouts that web pages can't guarantee.
Complex layouts with precise positioning work better as PDFs when spatial relationships matter for understanding. Technical diagrams, anatomical charts, or equipment manuals with specific callouts need fixed positioning that flexible web layouts would disrupt.
Comprehensive offline reference materials can appropriately use PDF format when users benefit from having complete, downloadable documents. Emergency procedure handbooks or detailed troubleshooting guides that people need when internet access isn't guaranteed serve users well as PDFs.

The key test is whether the document format genuinely serves the user's needs better than web-based alternatives, not just whether it's easier for you to create.

When PDFs create unnecessary barriers

Basic information that belongs on websites often gets unnecessarily packaged into PDF downloads. Study descriptions, contact details, general participation information, and FAQ content work much better as web pages that users can find through search, access on any device, and link to directly.
Simple forms and information collection rarely need PDF format when web-based alternatives exist. Contact forms, and basic information gathering work more effectively as web forms that integrate with your systems and provide better user experience across devices.
Frequently updated information becomes a maintenance burden and source of outdated content when locked into PDF format. Pricing schedules, event calendars, and policy updates change regularly and work better as web content that updates easily.
Brief or simple information doesn't warrant the complexity of PDF downloads. Parking directions, brief announcements, simple instructions, or short lists work better integrated into relevant web pages where users expect to find them.

Making PDFs accessible when necessary

When you determine that PDF format genuinely serves users better than web alternatives, accessibility requires systematic attention to document structure, navigation, and usability across different devices and assistive technologies.

Document structure needs proper heading hierarchies that screen readers can navigate, logical reading order that makes sense when accessed sequentially, alt text for all images and graphics, proper table headers and structure, and form labels that connect clearly to their fields.
Text and formatting must include selectable text rather than scanned images, sufficient color contrast for readability, descriptive link text that makes sense out of context, and logical tab order for keyboard navigation.
Creation workflow should start with accessible source documents using proper heading styles, alt text, and structural elements before conversion. Export settings should maintain document structure and enable accessibility features rather than flattening content into visual-only presentation.

Testing PDF accessibility involves checking keyboard navigation, screen reader compatibility, mobile readability, and logical structure. If users can't navigate effectively using only keyboard input or screen readers, the PDF needs structural improvements before publication.

Alternative approaches to common uses

Instead of service brochures, create well-structured website sections for each service that provide better search engine optimisation, easier updates, mobile-friendly presentation, and direct linking to specific information.
Instead of downloadable forms, implement web forms with confirmation emails that offer faster processing, better accessibility, integrated workflows, and reduced barriers for mobile users.
Instead of comprehensive information packets, develop linked web pages that allow users to bookmark specific sections, find exactly what they need through search, and share relevant information easily.

These alternatives typically serve users better while reducing maintenance burden and improving findability.

Hybrid approaches for complex needs

Sometimes combining web and PDF delivery serves different user needs effectively. Present primary content on accessible web pages while offering PDF alternatives for users who need offline access or printing capabilities.

This approach provides detailed, searchable, accessible information online while accommodating users who prefer downloadable reference materials. Implementation involves creating comprehensive web content first, then generating PDF versions that supplement rather than replace web access.

Summary PDFs can work well for complex processes detailed on web pages. Provide step-by-step information in accessible web format while offering quick reference PDFs that summarise key points for offline use.

Mobile reality and user experience

PDF user experience on mobile devices typically involves tapping links, waiting for downloads, opening separate applications, struggling with tiny text and horizontal scrolling, and often giving up to find information elsewhere.

Web page alternatives provide immediate access, automatic text sizing, easy navigation, simple sharing, and integrated user experience without application switching or download delays.

Consider your audience's likely device usage when choosing content format. If significant portions of your users access information on mobile devices, web-based alternatives almost always provide better experience than PDF downloads.

Decision framework for format choices

Purpose considerations: Content designed for printing or requiring exact formatting may justify PDF format, while information primarily for screen reading works better as web pages.
Update frequency: Regularly changing information works much better as web content, while static reference materials can appropriately use PDF format.
User context: Mobile-first audiences need web-based alternatives, while desktop-focused audiences might successfully use well-designed PDFs.
Accessibility requirements: Web pages naturally provide better accessibility than PDFs, which require significant additional effort to make fully accessible.

Implementation best practices

When PDF format serves genuine user needs, start with accessible source documents, use proper export settings that maintain structure, test thoroughly with assistive technologies, provide descriptive link text that explains content and format, and consider file size impact on mobile users.

When web alternatives better serve users, focus on clear information architecture, proper heading structure, mobile-responsive design, and easy navigation that helps users find specific information quickly.

The goal remains getting information to users effectively rather than creating documents for their own sake.

Check your understanding

Copy and paste this to ChatGPT when you're ready for feedback:

I've been completing some questions as part of an SEO course. I'm currently answering questions for a section titled "PDFs and downloads: when they help (and when they hurt)". Please check my answers and let me know if I've understood the key ideas correctly. My responses are below.

1. A stakeholder argues that converting all information to web pages is "too much work" and insists that PDFs are "more professional and official-looking" than web content. Using examples from the lesson, analyse why this reasoning prioritises organisational convenience over user experience and explain how this approach can actually undermine professional credibility.

2. What is the main reason PDFs can create accessibility barriers?

They require special software to open
They were designed for print, not flexible web viewing
They take longer to download than web pages
They can't include images or graphics

3. Which scenario would most justify using a PDF instead of a web page?

A list of your current service fees
Contact information for different departments
A form that needs to be printed, completed by hand, and mailed
Basic information about your clinic's location and hours

4. Your organisation currently provides all service information as downloadable PDF brochures. Users frequently complain about difficulty accessing information on mobile devices. How would you approach redesigning this information architecture, and what would you do with the existing PDFs?

5. When creating PDFs that users will primarily read on screen, what are the three most important accessibility considerations?

File size, download speed, and colour scheme
Proper document structure, selectable text, and mobile readability
Font choice, margins, and page numbering
Copyright information, version numbers, and creation date

6. Consider this scenario: Your legal team requires all consent forms to be "official PDF documents" for compliance reasons, but user testing shows families struggle to complete these forms on mobile devices. Analyse the competing requirements in this situation and propose a solution that balances legal compliance with user accessibility needs.

7. A colleague argues that PDFs are better for SEO because they show up in Google search results and "look more authoritative than regular web pages." Evaluate this reasoning and explain what approach would actually be better for both search visibility and user experience, particularly for mobile users.