Using PDFs effectively on web pages
Always make it clear a link opens/downloads a PDF. Designate that a link is a PDF and make it evident to the user that this link is different than a link that is taking them to another page on the site, or to another site altogether.
PDFs should always open in a new tab. This can be easily be set up in the code of your website.
Make the PDF accessible when you’re creating it. There’s additional work that needs to be done to ensure it is inclusive.
Track your PDF downloads. What better way to find out how often your users are engaging with your PDF than to track the number of times it’s clicked?