Website Conversion Path is the sequence of pages, messages, and actions that moves a visitor toward a conversion.
It matters because a website is often the first serious evaluation point for a buyer. Good design reduces confusion, builds trust quickly, supports accessibility, and helps visitors take the next step without feeling pushed.
Example
A prospective customer might move from a search result to a service page, review a related project and then request an estimate. Check that each step answers the next likely question and that the final request works.