5 best practices for designing the pages of your website

You have content to publish on your website, with an essential message to communicate to visitors across its various pages. But you still need to make visitors want to read through those pages and understand your message quickly and easily! Here are 5 best practices to apply when creating the best possible web pages.

1. Plan before you design

Sketch out simple wireframes of your pages. Whether on paper or using dedicated applications such as Moqups.com, planning the overall layout of your pages in a simplified way will allow you to try out different versions very quickly to see which works best — so that when you move on to creating the actual page, you can go straight to the best layout. It also helps ensure nothing is forgotten when building the real page.

Remember to do the same for the mobile version of your site!

2. Have clear, user-centred navigation

As a designer, you must always keep the user in mind and put yourself in their shoes. The visitor did not land on this page of your site by chance: they are looking for something specific — important information, or the solution to a problem. You must therefore make it easy for them to find the content they are looking for, without distracting them. Your page must be easy and pleasant to read, which brings us to the next point…

3. Stay simple and create a visual hierarchy

"If everything is bold, then nothing is bold." Use the graphic tools at your disposal (text formatting, images and icons, management of white space…) to guide the user's eye towards what matters.

Do not overload your page — let the layout "breathe" and highlight only what is truly important. Maintain a clear hierarchy between headings, sub-headings and body text, and favour one meaningful image over numerous images of little relevance that would only distract from the information.

4. Encourage scrolling

There is no point in trying to squeeze all your content above the fold. Every screen has a different size and resolution, and will therefore display more or less content (not to mention the size of the browser window within that screen). This is even more true for a responsive site adapted for display on mobile devices.

Instead, turn this to your advantage: encourage the visitor to scroll (scroll down the page) by signalling that there is more to see. This will create engagement by giving visitors the desire to learn more.

5. Limit the number of different layouts

As far as possible, maintain the same layout from one page to the next on your site. This reassures visitors and helps them find information quickly: once they have seen one page, they know where the various elements are and can navigate the rest of your site much more easily.

Of course there are exceptions: your home page and landing pages should, on the contrary, differ from the rest of the site, as they serve a specific purpose.

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By applying these few best practices you will create useful, enjoyable web pages more quickly and easily, and take another step towards converting your visitors into leads!

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