Ordering a page.
WHAT EVERY PAGE NEEDS
One clear purpose An obvious starting point A clear next action
WHAT TO PUT FIRST
What the person came for.
Not a welcome, not a history of the company.
WHAT DETERMINES WHAT IS NOTICED
Position Size Contrast Whitespace around it
WHAT TO MAKE MOST PROMINENT
The single most important thing.
WHY ONLY ONE
If everything is emphasised, nothing is.
WHAT HEADINGS DO
Let people scan and find their section.
WHAT MAKES THEM WORK
Describing the content beneath, specifically.
WHAT TO AVOID
Headings that are clever rather than descriptive Several competing focal points Long unbroken text
HOW PEOPLE ACTUALLY READ ONLINE
They scan for what they want, then read that part.
WHAT THAT MEANS
Structure for scanning: headings, short paragraphs, meaningful first sentences.
WHAT TO TEST
Whether the purpose is obvious in a few seconds.
