Designing Web Pages That Convert, Not Just Impress

A website’s job is rarely just to look good — it’s to move someone from curious to convinced. That means every design decision, from hero copy to button placement, should be judged against a simple question: does this help a visitor take the next step?

Start with the decision, not the layout

Before choosing typefaces or colors, map out the one or two decisions you want a visitor to make on each page. Everything on the page should either build the case for that decision or get out of the way.

Hierarchy is persuasion

Bold headlines and generous whitespace aren’t just aesthetic choices — they’re how you tell a visitor’s eye where to go first, second, and third. If everything competes for attention, nothing wins.

Test what you assume

The layout that feels obviously right in a design review isn’t always the one that performs. Ship, measure, and be willing to be wrong about your favorite idea.