How to Design an Effective Web Page Layout
Websites, for appearance’s sake, should be simple. Simple web pages 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. The way elements are arranged on the page (i.e., the web page layout) is important to a website’s visual appeal and can either facilitate or hinder the user experience (UX).
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 can successfully shape how customers interact with your client’s website, leading to greater engagement and, ideally, converting them into paying customers.
What is web page layout?
Web page layout, or content layout, refers to how elements are arranged on a site page. As a designer, your role is to organize and display content intuitively, which supports a site’s navigation and creates a visually appealing, cohesive UX. 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, or 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 doesn’t always help your client reach their goals.
Elements that site visitors expect
Even though all businesses are different, basic website elements should be similar on every site. 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 visitors to understand the site and find what they need.
Include these elements in every website you build:
Consistent headers: Headers should align in format across all pages. The homepage can be a little different design-wise. If you have a background image on your service pages, for example, you should include it on other pages, too—even on your contact page, where it might not seem essential.
The right colors and fonts: Every business and industry has its own set of colors and fonts that work best for their target audiences. For example, you wouldn’t 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 in a thoughtful way.
Placement: No one opens a restaurant and puts the host 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, call-to-action (CTA) buttons and menus should be obvious, prominent, and intuitive.
Navigation: Poor navigation makes it difficult for visitors to find what they're looking for. Services, location, hours of operation, and other relevant links should be simple to find and use.
Ease of use: Online visitors have unspoken expectations. If they land on a site and struggle to find a CTA, they will leave. Build an experience that’s straightforward and memorable.
What shapes your client’s web page layout
You can build a stronger website for every client by understanding who they are, how to tell their story, and how to apply layout best practices to bring it all together.
Purpose: Your client’s site should have a clear purpose or goal. Without this, visitors may end up becoming distracted and leaving the site before completing the desired action.
Content: Too much content can be overwhelming and difficult to digest. Consider using visuals, white space, and thoughtful formatting to make 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.
Web page 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. The best web page layouts 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:
1. 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 visitor to take.
2. 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.
3. 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.
4. 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. For a more personal touch, pair fonts to match your client’s brand, or upload their brand fonts directly.
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 aren't found there. You can also add secondary calls to action, such as a newsletter signup.
Website layout outline
While there’s no one-size-fits-all model for web page layouts, here’s how an outline for an impactful homepage, service page, or sales page.
1. Header section
In this section, show what it will look and feel like when a potential customer engages with your client’s business.
2. Your client’s offerings
Break down your client’s service or product offerings. For each offering (or category of offerings), include a title, description, and pricing information, if applicable.
3. 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.
4. Social proof
Share testimonials and current customer brand logos to show off your client’s experience.
5. 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.
6. FAQs
Including FAQs can help address common questions, telling potential customers everything they need to know before spending money with your client.
7. 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.
8. A call to action
Feature a CTA that tells potential customers exactly what to do next (e.g., make an appointment, place an order, fill out a contact form). The CTA should be clear and based on your client’s business goals.
Designing a strong header section
The first section of a page should be the most captivating, especially for core sales pages where you’re encouraging customers to make a purchase. These are key elements for header sections of a homepage, sales page, or service page:
1. 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.
2. Relevant copy
Add text that’s brief, clear, to-the-point, and quickly explains what your client offers.
3. A call to action
Add a CTA button to encourage visitors to take next steps. Repeat the same CTA throughout the site to make it obvious what action visitors should take.
Clarity keeps visitors on the page
Confusion costs attention. The longer a visitor struggles to understand a site, the less time they’ll spend on it. A clear web page layout prevents that from happening.
Every element, from headers to footers, should work toward the same goal: helping your client’s customers find what they need and take action. Squarespace’s built-in tools empower you to build that structure without starting from scratch on every project.
Related resources:
This article was originally published on January 4, 2022. It has since been updated.
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