A web page is one of the most powerful assets a business has. When done properly, a web page can convert consumers into leads and customers. In this post, I’ll share 8 tips that will help you create web pages that consumers will want to engage with.

There are many different types of web pages. These tips won’t be applicable to every single type of web page, but they'll be applicable to most of your web pages. Let’s get started.

1. Define the purpose of the web page

Every web page you create should have a purpose. Every web page needs to add value to both consumers and to your organization. If you can’t identify the purpose of a web page, there's no point in creating it. If you have existing web pages and can’t identify their purpose, get rid of them.

Each web page you create needs to serve two audiences - consumers and your organization - in that order. If you take care of consumers, you’ll naturally take care of your organization’s needs.

2. Focus on one topic per web page

The first step in creating a great web page is focusing on one overarching topic or subject.

Take this article for example. It’s focused on one topic - how to design a web page. The goal is to provide consumers such as yourself, with valuable insights to help you improve your web pages and ultimately your website. Depending on your experience, the tips contained on this web page may be the insights you’ve been looking for, or perhaps they just serve as good reminders.

There are exceptions to this rule such as your websites’s home page. But in general, try to keep each page to one topic. This will enable you to connect and engage with visitors on a much deeper level. 

3. Make it about the consumer

Point number three has already been addressed in the first two points, but it’s so important we need to address it on its own. Each web page you create needs to be created first and foremost with an audience in mind - a specific type of consumer you are trying to reach and help.

Too many businesses make their website’s about them. Let me be blunt - consumers don’t care about your business. The only thing consumers care about is how you can help them. Consumers are visiting your website because they have a specific issue they are trying to resolve. The business who is most aligned with resolving that consumer’s desire, is most often the business that converts the consumer into a customer.

Whatever the topic or subject is, you always need to make it about the consumer. 

4. Divide the page into sections

With the exception of a few types of web pages such as a blog post, you should not create long pages of text. Unlike a book, which people read left to right and down the page, people tend to scan online content in a “Z" or “F” pattern. By breaking a web page into sections, you make it easier for consumers to find what they are looking for. Break your web pages into sections.

To learn more about how you can structure your website pages using sections, refer to the article How To Create Website Service Pages That Convert. Using a service web page as an example, you’ll learn how you can break your content into sections.

The takeaway is that you need to break a web page’s content into logical sections, so it's easier for visitors to consume and engage with.

5. Keep the design simple and uncluttered

One of the first things a visitor does when they visit a web page, is process the design and layout. They parse the visual design of the website to identify where they should first engage. This process happens quickly and subconsciously.

When someone lands on the web page, you only have a few seconds to convince them they should invest time engaging with you. If you fail to convince someone they are in the right place, they'll click their browser's back button and move onto the next option - one of your competitors. Remember, consumers have no shortage of options. You have the opportunity to become the option they choose. Don’t blow it with a web page design that distracts from the purpose and content of the web page.

Don’t be afraid to use whitespace, either. It’s better to underwhelm someone’s visual senses, than overwhelm with designs and layouts that distract from the content of the page.

A big mistake made when designing a website for a service business is starting with the design, then figuring out how to fit content into that design. A website should be designed the other way around - start with the content and then design the website around that content. Remember, while your website needs to look professional, people aren’t visiting your website for design inspiration. They’re trying to find content and/or a company that can help resolve a problem they have. 

6. Ensure your messaging is clear

After a visitor initially navigates the design of a web page, they look at the content to see if it reflects what they are trying to accomplish. To ensure you capture and engage the consumer's attention, you need to have clear, concise and consistent messaging.

Clear messaging means conveying to the consumer they are in the right place. You need to convey who the web page is for, what the page is about, how it will help its intended audience, and what they can do to take the next step on their journey.

Every website visitor is on a journey to learn something, experience something, or purchase something. The purpose of each web page on your website is to make that journey as easy as possible.

Concise messaging means you need to convey who the web page is for, what the page is about, how it will help its intended audience, and the action they can take, in as few words and steps as possible. Remember, you only have a few seconds to convince a visitor that they are on the right web page and/or website.

Consistent messaging means ensuring the experience you are providing is the same across all web pages. This does not mean the content is the same across pages. It means the overall design and tone of the messaging is consistent. 

7. Call the consumer to action

While not every page will require a call to action, most will benefit from one. A call to action or CTA for short, is simply the process of telling website visitors what action you want them to take, and providing them with a way to quickly and easily take that action.

Your website should have both a primary CTA and a secondary CTA. Your primary CTA is intended for visitors who are ready to make a purchase. Your secondary CTA is for consumers who are still in the process of learning about and evaluating their options.

A few common call to actions include “Call Now”, “Schedule an Appointment”, “Request a Quote”, and “Download Now”.

8. Include SEO in the planning process

Last but not least, you need to consider search engine optimization (SEO). A web page is of minimal use if people can’t easily find it. While optimizing each web page for search engines is important, it should never trump the consumer experience. In other words, don’t create a web page or structure its content for the purpose of trying to improve your search rankings. A web page should first and foremost be built around its intended audience.

SEO is an in-depth topic, well beyond the scope of this article. I can’t share every web page SEO best practice here, but at a minimum, you need to ensure each web page has a unique meta title and description that reflects the content of the web page, along with heading tags in hierarchical order and ALT text for any images on the page. There is much more to consider, but this will get you started in the right direction.

Key Takeaways

Your website and the web pages it's comprised of, can provide your business with a lot of value if those pages are designed and structured properly. In summary, here are the 8 things you need to consider when designing a web page.

1. Define the purpose of the web page
2. Focus on one topic per page
3. Make it about the consumer
4. Divide the page into sections
5. Keep the design simple and uncluttered
6. Ensure your messaging is clear
7. Call the consumer to action
8. Include SEO in the planning process

If you have questions or feedback, leave a comment below. If you would like help with your website all you have to do is talk with an Advisor. We’re happy to help.