PDF vs. HTML: Which Is Better for Online Content?

Photo by Austrian National Library on Unsplash

Unless you’ve been exiled to another planet, you’ve probably heard of a little something called HTML, short for HyperText Markup Language. Thanks to HTML, we can enjoy the modern browsing experience that we’re all so used to since it allows for the easy creation of interactive, responsive, and accessible web content that can be easily indexed by search engines and is adaptable to devices of all shapes, operating systems, and screen sizes.

With that factoid out of the way, what does HTML have to do with PDF and the topic at hand? Well, when it comes to web-based document access, both formats have their use and what you’ll choose will depend on various factors, such as the type of content you’re publishing, its intended audience, and how interactive and accessible you want it to be.

That’s quite a lot to take in, isn’t it? But don’t be quick to throw in the towel just yet as in this latest entry of The PDF Space, we’ll attempt to make your life easier by:

• Helping you understand both file formats a bit better
• Comparing PDF & HTML in terms of web content
• Providing practical guidance on when to use which

Let’s get your next web project off to a good start!

Using PDF for web content

What is a PDF?

Short for Portable Document Format, it is a file format developed by Adobe Systems in the 1990s. It was created to present documents, including text formatting and images, in a way that allows users to easily store and access them without relying on specific software or hardware.

PDF for web content — the pros

Today, the file format is still in high regard due to its:

• Consistent formatting. PDFs preserve the exact look and layout of a document. This means that a PDF will appear the same regardless of the device, software, or operating system used to view it.
• Great compatibility. Almost every device and operating system goes along with PDFs, and free readers are available by the dozen. In fact, even browsers support PDFs.
• Printing & sharing options. PDFs are ideal for sharing and printing documents as they retain formatting, can be compressed into smaller file sizes, and are universally viewable.
• Support for varied content. PDFs can contain anything from simple text and images to hyperlinks, form fields, videos, and even 3D models.
• Top-notch security. PDFs support encryption, digital signatures, and watermarks, and are often used by legal teams across the world as well since they’re compliant with various international standards.

All of these traits make the PDF the ideal candidate for uploading all kinds of manuals, research papers, reports, printable and fillable forms, as well as e-books and magazines.

PDF for web content — the cons

Nothing’s perfect — not even PDFs. Here are a few reasons you might want to pause and consider your options before uploading your content as a PDF:

• Limited Interactivity. Unlike HTML, PDFs are not inherently designed for web interactivity and dynamic content and will look the same regardless of the device you’re using, which may not always be convenient, especially on mobile.
• File size and loading times. PDFs containing high-quality images and graphics can quickly swell in size, leading to longer download and preview times.
• Hard to edit. While PDFs are widely viewable, editing or modifying them in any other way requires specific software like Adobe Acrobat, which could put a damper on your collaborative efforts.

Using HTML for web content

What is HTML?

HTML, which stands for HyperText Markup Language, is the standard language used to create and design web pages and applications. It provides the basic structure of sites, which is then enhanced and modified by other technologies like CSS (Cascading Style Sheets) and JavaScript. It also supports hyperlinks, various forms for collecting user input, and a variety of multimedia, such as images, audio, video, and other elements that can be added directly to a web page.

HTML for web content — the pros

The markup language is very flexible to the point where it has been featured on just about any website you can think of. Here are some of the reasons you might want to use HTML for online content:

• Highly interactive: when skillfully combined with CSS and JavaScript, it can be used to create highly interactive and dynamic websites.
• SEO-friendly: the HTML’s structure is easily understood by search engines, making it a must-have if you want to better your chances of ranking your content online.
• Highly responsive: websites built with HTML can be designed to be responsive and adaptable to various screen sizes and devices.
• Highly accessible: properly structured HTML documents are more accessible to users with disabilities, particularly when used in conjunction with ARIA (Accessible Rich Internet Applications) roles.

As you can guess, people primarily use HTML to build pages and other web content, but it also plays an important role in the development of web applications, especially when combined with technologies like JavaScript (notice a pattern here?). Lastly, the markup language is also great for creating presentable and interactive email templates.

HTML for web content — the cons

So, what are the downsides of placing all your bets on HTML? Well, plenty, but here are the top three you’ll need to be mindful of:

• Not all browsers are made equal. HTML can appear differently across browsers, requiring additional effort to ensure cross-browser compatibility.
• Inconsistent design. On its own, HTML is by no means a visually impressive language. Without CSS to add some much-needed eye candy, you might as well convert to PDF to ensure your content is at least consistent across devices.
• Steep learning curve. Creating well-structured and effective HTML pages requires learning the language and understanding web standards, which is not something you can learn in a day. Or two. Or even a year.

When to choose PDF over HTML?

So, we’ve taken a good look at both file formats and their strengths and weaknesses — hopefully, you’ve been taking notes with us. “That’s great”, we hear you say, “but I still don’t know when to use which!” We’ve got you fully covered — simply keep reading!

Below, we’ve outlined when to use HTML or PDF based on 6 criteria.

1. Type of content

For archival documents, legal contracts, or detailed reports, PDF is often preferred due to its fixed layout and consistency. However, for dynamic and interactive content like news articles or e-commerce sites, HTML is more suitable.

2. User engagement

If the goal is to engage users interactively (e.g., through forms or dynamic media), HTML provides infinitely more flexibility. For static content that users will likely print or download, PDF is a better option.

3. Accessibility options

HTML is generally more accessible to people with disabilities and is compatible with various assistive technologies. PDFs can be made accessible too but require additional effort to ensure compliance with accessibility standards.

4. Consistency across platforms

HTML is responsive and adapts to different screen sizes, making it ideal for mobile-friendly content. On the flipside, PDFs are more suited for desktop viewing and printing, although they can technically be viewed on mobile devices as well.

5. File security

PDF offers robust security features like password protection, encryption, and digital signatures, making it preferred for sensitive or confidential documents, such as fillable forms and contracts. With HTML, security depends more on the web server and transmission protocol (e.g., HTTPS) than on the HTML itself, so confidential content is off the table.

6. Web visibility

Search engines can index PDFs, but they may not rank as high as HTML content. On the other hand, HTML is inherently SEO-friendly as search engines are optimized to crawl and index HTML content first and foremost. This makes the markup language easier to optimize for search engines through tags, keywords, and structured data compared to a static PDF.

The verdict

With all said and done, your choice between PDF and HTML will ultimately boil down to three things: the type of content you’re posting, the audience you’re posting it for, and how much interactivity you want in terms of hyperlinks, videos, and other interactive elements.

Go for PDF when you’re looking to print documents or upload reports, resumes, and other official documents where it’s important to maintain the original formatting. The file format also gives you great options for locking down your files, such as passwords, encryption ciphers, digital signatures, time stamps, and a whole bunch of other features that will make hackers sweat in their seats.

However, if you’re running a blog or maintaining an e-commerce website and want your content to be responsive, accessible, and rank high in Google search results, then HTML is your solution. However, you won’t be able to secure your content as well as with PDFs and it may also appear different from one browser to the next, so extra work must be done to ensure consistency for all users.

By understanding the strengths and limitations of each format, you will hopefully be able to craft high-quality content that provides great value to your intended audience. But if you ask us, we’ll always be partial to the Adobe-invented format — sorry, HTML!

Well, that’s it for today’s Ted Talk — see you in the next one. Until then — Happy Holidays!