01Define the website’s primary job
Choose the most valuable action the site should support: a qualified enquiry, a booking, a purchase or access to reliable information. Secondary actions should not compete with it on every page.
02Map customer questions to pages
Create pages because they answer distinct questions, not because a template includes them. A service page explains fit and process; an About page reduces uncertainty about the people and standards behind the work.
03Build a content hierarchy
Lead with the information needed to continue. Move qualifications, exceptions and detail lower on the page without hiding material facts.
- Clear page title
- Direct summary
- Decision-making details
- Evidence
- Specific next step
04Write before polishing the interface
Draft the core message in plain text. If the page is unclear without animation and imagery, visual design will not solve the underlying content problem.
Design should make the information easier to understand, not compensate for missing information.