Effective Content Layout Designs
Websites, for appearance’s sake, should be simple. They make it effortless for visitors to access content, interact with a brand, and achieve desired outcomes, such as purchasing a product or making an appointment.
In reality, however, an effective website’s design and functionality are much more complex than what meets the eye. For instance, the way elements are arranged on the page (a.k.a. the content layout) is important to a website’s visual appeal and can either facilitate or hinder the user experience.
As you sharpen your web design skills, you’ll find that it takes time to think about what makes a page clear, purposeful, and inviting. In doing so, you may be enabling success for your client by shaping how customers interact with their website.
Focusing on content layout has the potential to make your client’s website more intuitive for visitors, which can lead to greater engagement and, ultimately, convert them into paying customers. Let’s uncover some common mistakes and best practices when it comes to designing an effective content layout for your clients.
What is content layout?
Content layout refers to how elements are arranged on a site page. As a designer, it’s important to organize and display content intuitively, which supports a site’s navigation and creates a visually appealing, cohesive user experience.
Your goal is to tell your client’s story, and this requires creativity. However, you don’t want to get so creative that you deviate from the experience customers expect when they land on your client’s site.
If your client’s customers can’t find the information they need, such as what products are sold, which services are offered, how to make a purchase, and how to contact the business, then your page layout may be too out-of-the-box to be effective. In short, a site that’s fancy or edgy but hard to navigate won’t always help your client reach their business goals.
Why content layout matters
Content layout is an important part of web design. When executed correctly, it helps visitors interact with a brand while meeting people’s expectations of how a site is supposed to work. So, while all businesses are different, basic website elements should be similar on every site.
Elements that site visitors expect
If you’re creating a site on Squarespace for a client–maybe for someone with a new business who requested an ultra-unique site–remember this: It’s actually a good thing if the site feels like other sites. This makes it easier for users to understand the site and find what they need.
So what do visitors expect to see? The following are the top considerations for every website you develop:
Consistent headers: Ensure your headers align in format across all pages. It’s acceptable if your home page is a little different design-wise. However, if you have a background image on your service pages, you should include it on other pages, too–even on your contact page, where it might not seem essential.
The right colors and fonts: Each business and industry has its own set of colors and fonts that work best. For example, you likely wouldn’t want to use whimsical fonts for a law firm or neon colors for a hospital. Think about your client and their audience, and find ways to incorporate their color and font branding thoughtfully.
Placement: No one opens a restaurant and puts the check-in stand at the back of the establishment–it’s usually located by the front door. Just as the placement of key elements matters to a physical business, it’s equally as important to website elements. For example, buttons and menus must be obvious, prominent, and intuitive to keep visitors engaged.
User flow: Every site needs an essential layout design that makes the user flow and experience straightforward. (User flow is the journey a visitor takes on the site to complete a desired task.)
Ease of use: Online visitors have unspoken expectations. If they land on a site and struggle with navigation, they will leave. Build an experience that is both straightforward and memorable for your client’s customers.
Client considerations for effective content layouts
As a developer, you want to deliver world-class websites for every client. You can accomplish this by considering who your client is and how to tell their story effectively while applying layout best practices.
The longer a visitor feels confused after landing on your client’s site, the less time they will spend on it. Proper content layout avoids confusion.
To create an effective content layout, consider the following about your client’s business.
Purpose: Your client’s site should have a clear purpose or goal. Without this, visitors may end up becoming distracted and leave the site before completing a desired action.
Navigation: Poor navigation can make it difficult for visitors to find what they are looking for. Make sure elements such as services, location, hours of operation, and other relevant links are simple to find and use.
Content: Too much content can be overwhelming and difficult to digest. Consider using visuals, white space, and thoughtful formatting to make your content more organized and readable.
Industry: What works in one industry may not work in another. For example, conservative design works better for some industries like construction and accounting, while interior design and catering sites need a warm, inviting feel. Likewise, a musician’s site has a style that’s very different from an HVAC service provider’s. Learn what works for different industries and adapt your layouts accordingly.
Pro tip: Always ask “why?” As you develop the content layout for a client’s site, always keep the “why” in mind. Why are you building it this way? Will it support the client’s business goals? Will the layout help increase sales and build revenue?
Basic content layout best practices
Twenty years ago, websites were loaded with information. Today, this is rarely the case.
These days, websites are directional and everything is action-focused. A great website will guide visitors to a desired action that fulfills a business’s goals.
The best content layout designs direct visitors in a linear fashion, pointing them in one direction. This is where discovering your client’s primary goal comes in handy.
Apply these best practices when you’re building the content layout for a Squarespace site:
Design like you write: A page layout is a lot like a sentence. It should have a clear, logical flow with a start and finish.
When you design, start with a strong statement. Then fill in the middle. Finally, finish with an action step for the user to take.
Keep it simple and clear: It only takes a sentence or two to help visitors understand a benefit or feature of your client’s business. Use clear language and design and keep content to-the-point.
Create a complete navigation: Include three components in the main navigation–the business logo, main navigation links, and a call to action. As the navigation typically displays at the top of a website, it’s important that it remains brand-consistent while also being straightforward to use.
Use the platform’s best features: When designing on Squarespace, you can make the most of top features, such as:
Colors and fonts: Squarespace is built to give you the versatility of a complex brand-building platform in a few taps. Once you decide on a color palette, you can apply the chosen colors to the entire site.
Pre-built font packs are beautiful and contemporary and work for nearly any type of business. You can also design a pairing that’s customized to your client’s brand for a more personal touch.
Learn more about typography in web design.
Blocks: Squarespace blocks empower you to make a stunning and functional site. With Fluid Engine, Squarespace’s drag-and-drop content editor, you can arrange text and image blocks in a layout that makes sense for your client.
Footers: Too often, footers get overlooked. Make it a habit to add attractive footers that help establish the site’s structure. Use the footer to repeat links from the main navigation and include important links that are not found there. You can also add more calls to action, such as a newsletter signup.
Examples of effective content layouts
While there is no one-size-fits-all model, the following are two examples of effective layouts.
Page layout
As you design layouts for a homepage, service page, or a sales page, consider including the following:
Header section
In this section, show what it will look and feel like when a potential customer engages with your client’s business.
Your client’s offerings
Break down your client’s service and/or product offerings. For each offering (or category of offerings), include a title, description, and pricing information, if applicable.
The purchase process
Give visitors a roadmap of what to expect should they decide to work with your client. How will they collaborate? Is business conducted online? Do they need to make a call or purchase or fill out a form to begin? Take out the guesswork by making the process clear.
Social proof
Share testimonials and/or current customer brand logos to show off your client’s experience.
Your client’s story
Create a short “about” section that shares your client’s why–their reason for being. This will help potential customers connect emotionally with your client.
FAQs
Including FAQs can help address common questions, arming potential customers with everything they need to know before spending money with your client.
Customer profile
Provide some indication of who your client serves. Do they work with business-to-business customers, medium- to large-sized companies, homeowners, students, or other cohorts? Highlighting your client’s niche expertise will help to ensure they connect with their target audience.
A call to action
Feature a call to action (CTA) that tells potential customers exactly what to do next (e.g. make an appointment, place an order, etc.). The CTA should be clear and based on your client’s business goals.
Strong header sections
First sections of a page should be the most captivating, especially for core sales pages where you’re encouraging customers to make a purchase. Here are some elements to consider when building header sections for your home page, sales page, or service page:
Imagery
Choose images that reflect the success potential customers will experience when engaging with your client’s business. Images of people smiling and enjoying life–as well as professional product photos–typically work best to evoke an emotional response from visitors.
Relevant copy
Add text that’s brief, clear, to-the-point, and quickly explains what your client offers.
A call to action
Add a CTA button to encourage visitors to take next steps.
Pro tip: Repeat the same CTA throughout the site to make it obvious what action visitors should take.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional designers. Along with exclusive content, discounts, and other perks, Circle brings professionals together from all across the globe to exchange advice while connecting with new clients and collaborators.
