Start with the visitor’s task
Ask what a first-time visitor needs to decide. They may be comparing providers, checking whether you understand their problem or looking for an example of the work. A page should make that task easier before adding more movement or features.
Explain the offer concretely
Describe the audience, problem and deliverable in ordinary language. “A cost review with prioritised actions” gives a reader more to assess than a broad promise of transformation. Make clear which examples are demonstrations and which describe completed client work.
Explore before committing
The Design Council’s Framework for Innovation uses discovery and definition before developing and delivering solutions. Applied to a website review, this suggests understanding the visitor’s problem before choosing a design answer. This is an interpretation of the framework, not a claim of endorsement.
Test comprehension
Ask someone unfamiliar with the business to explain who the offer is for, what they would receive and how to take the next step. Observe hesitation and misunderstanding. Change the content or journey, then test again. A visually impressive page still needs to make sense.
Give a new visitor 30 seconds with your homepage. Ask them to describe the offer and identify the next step without help.
Further reading: Design Council: Framework for Innovation ↗. Accessed 8 November 2026.
External sources inform the points attributed to them. The practical application and examples are Tresswell’s interpretation. No endorsement is implied.
Read our editorial approach