INSIGHT 07
EVERY PAGE NEEDS A PURPOSE.
A website can grow over time until it contains pages that repeat the same message, answer no clear question, or leave visitors unsure where to go next.
The insight
Each important page should have a reason to exist. A service page might explain who a service helps and what it includes. An industry page might address a particular audience’s needs. A contact page should make reaching the business straightforward. The page structure should reflect real visitor questions, not simply add more pages.
Three page checks
- Ask what question or need this page serves.
- Make its main message distinct from other pages.
- Give visitors a logical next step, such as exploring a related service or making an enquiry.
A useful website is not measured by the number of pages it contains, but by how well those pages help people.