The practice of mapping the multiple ways through a website is key part of any project. Customer experience maps are used to understand when a customer engages with a business.
For example, if signing up for an educational course you might check the establishment's website to understand the courses available. You may then want to know how the courses breakdown and when the courses run. You may want to check other facts such as location of the course. Once signed up, you may then need to revisit the site to find out joining instructions etc, right up to the very day you begin your course. It's actually a long 'journey' that shapes the customer experience and provides many customer touch points.
You need to consider the following:
With these two points in mind, can you define what your business is trying to do and how it appears to what a user maybe trying to achieve? What are they trying to achieve that can be achieved easier elsewhere?
Mastery of the answers to these questions will help you (and me) greatly when it comes to meeting your business goals.