Most websites read like a brochure that got lost on the internet: a welcome message, a history lesson and a list of everything the organization has ever done. Visitors don’t read that. They scan for the one thing they came to find.
Start with the visitor’s question
Every page should answer a question someone is actually asking. What do you do? Can you help me? What happens next? If a page can’t name its question, it probably doesn’t need to exist.
Make the next step obvious
A brochure ends when you run out of pages. A website should end with an invitation: call, book, apply, say hello. One clear next step beats five competing buttons every time.
