Design
Content hierarchy: guide users in five seconds
Visitors decide in seconds whether your page is for them. Content hierarchy is how you make that snap judgement land in your favour.
OrbitLayerDesign team6 min read
One idea per screen
Each section should make a single point and make it obvious. When everything shouts, nothing is heard — restraint is what creates emphasis.
Write the heading so that, read alone, it still tells the story.
Order by the reader's questions
Anticipate what a visitor asks next and answer it in that order: what is this, is it for me, does it work, what does it cost, how do I start.
A page that answers questions in the right sequence feels effortless to read.
End every path at the same door
However someone scrolls, the next step should be the same clear action. Consistency removes the tiny hesitations that add up to a bounce.
Guide, don't decorate.
