Before choosing a visual style, ask why someone has arrived. A person exploring a service needs different information from someone comparing a product or looking for contact details. Understanding that task helps define the content and order of the page.
Start with the visitor’s questions
List the questions people ask before a project begins: what do you offer, have you done comparable work and how does the next step work? Put useful answers where they are easy to find. Use real examples where they are available.
Give every page a next step
- Describe the service or product clearly.
- Use headings that explain what each section contains.
- Choose images and information that support a decision.
- Offer a contact or enquiry action that fits the context.
- Review the text, images and links on a phone as well as a desktop.
Content is part of the design
Do not leave all the copy until the end. A heading, summary or image changes how the page is arranged and read. Prepare the essential material early and review the layout with the content the visitor will actually see.
Before publication, try one complete task: arrive as a new visitor, understand the offer, open a relevant example and make contact. If the task needs a spoken explanation, there is likely something the page can make clearer.
