Use Vector Graphics Use vector-based graphics wherever possible for images that would normally be made into GIFs. Vector images scale perfectly, look marvelous, and their mathematical formulas usually take up less space than bitmapped graphics that describe every pixel (although there are some cases where bitmap graphics are actually smaller than vector graphics). You can also compress vector image data using ZIP compression, which is built into PDF format. Acrobat Reader version 5 and 6 also support SVG standard.

Minimize Fonts How you use fonts, especially in smaller PDFs, can have a significant impact on file size. Minimize number of fonts you use in your documents to minimize their impact on file size. Each additional fully embedded font can easily take 40K in file size, which is why most authors create "subsetted" fonts that only include glyphs actually used.

Fix Fat Forms Acrobat forms can take up a lot of space in your PDFs. You can use PDF Enhancer from Apago to reduce forms by 50% by removing information present in file but never actually used. You can also combine a refried PDF with old form pages to create a hybrid PDF in Acrobat.

Optimizing Existing PDFs In many cases you won't have access to original document, just resulting PDF file. Many PDFs we've seen are not fully optimized for Web, using conservative settings more appropriate to high-resolution printers. For computer monitors viewing web-based PDFs, you don't need high resolution images and exact reproduction of font faces, you just want to convey your information in an efficient way. Using techniques outlined below, you can shrink your PDFs, while still maintaining textual data for search engines, and reasonable quality for print output. Some webmasters offer two versions of their PDFs, once for fast web display, and one for printing.

Save As... Once you're done making changes to your PDF document choose File -> Save As and overwrite your existing PDF file. By default, save as removes changes that are appended to PDFs by Save command, linearizes file for fast web viewing, and removes unused objects.

The result is a compact, linearized PDF that displays first page (or an arbitrary page) quickly, while rest of file downloads in background. Although linearized PDFs are slightly larger, they also increase perceived speed. Note that optimizing a signed document will invalidate its signature.

Next, make sure that your website navigation is clean and user-friendly. If you have buttons that lead user into a deadend corner of your site with no way out, then you have major problems to correct. The website user should never have to use “Back” button in their browser to navigate. If they get lost, they will leave your site.

Your product or service pages should be informative and lead customer to a course of action. Those pages should steer customer into purchasing online, calling you directly or requesting more information or a custom quote. Make sure that your phone number, preferably a 1-800 number, is visible on every page of website, thus lowering path of resistance to making a sale. Also, be sure that rest of your contact information is easily accessible. That includes your phone number, address and/or a contact form or email address to reach you. We have seen many websites that do not post an address or phone number, leaving potential client feeling weary about company’s credibility.

Lastly, if your webmaster or web design firm lacks skills to produce a visually appealing site with strategically planned content and functionality, then hire someone that is able to do that. It will pay off in end!

If you have any questions or concerns about how to maximize your company’s Internet presence, feel free to contact EarthQuake Studios for a free web & marketing consultation.