How to Plan a Clarity-First Website (Before You Touch Design)

WEB STRATEGY · APPROX. 8 MIN READ

Most websites fail not because the design is “bad”, but because the thinking behind the pages was never clear. Before you touch colors, fonts or layouts, you need to understand the job of your website and the journey every visitor should take.

1. Decide what job your website actually needs to do

A website is not a decoration; it has a job. Is the goal to generate leads, explain services, qualify clients or sell products? Write one simple sentence: “The main job of this website is to…”

2. Get clear on who your website is speaking to

If you try to speak to everyone, your message becomes weak. Define the audience you want, their fears, assumptions, what they already know and what they are still unsure about. Your content should reduce that uncertainty.

3. Map your key pages like a guided journey

Most serious websites will include at least:

• Homepage – who you are, what you do, why it matters
• About – your story, credibility and personality
• Services – what people can actually hire you for
• Contact – a simple, low-friction way to reach you
• Optional – FAQ, Blog, Portfolio, Case Studies

4. Give each section a clear purpose

Inside every page, think in sections. For each section, ask: “If we remove this section, does the page still make sense?” If the answer is yes, that section might be decoration instead of clarity.

5. Draft simple text before any visual design

Don’t wait for design before you start writing. Draft simple, honest text first. Use straightforward sentences that a non-expert could understand.

6. Only now, think about the visual design

Once you have the job, pages, sections and draft text, design becomes a tool to support your message, not a way to cover confusion. Layout, color and typography should guide the eye through your story.

The 7 Sections Every Serious Homepage Should Have

WEB DESIGN · APPROX. 6 MIN READ

Your homepage is the most visited and most misunderstood page on your website. Visitors don’t come to admire design; they come to understand who you are and whether you can help them. A clear structure is more powerful than any fancy animation.

1. A hero that answers three questions

Your hero should answer: Who are you? What do you do? Who is this for? If a new visitor cannot answer those in a few seconds, they will bounce.

2. Key outcomes, not just features

Instead of listing features, talk about outcomes. What changes for your clients after they work with you or buy from you? What gets easier, faster or less stressful?

3. A simple services overview

People need to know what they can actually hire you for. A clean three- or four-item services overview works far better than a long wall of text.

4. Proof that you can deliver

Testimonials, reviews, case studies, logos, numbers — whatever makes sense for your stage. The goal is to show “we’ve done this before” without overwhelming the page.

5. A short, clear process

A simple 3–5 step process (“Discover → Plan → Design → Build → Refine”) removes fear. People want to know what working with you will feel like.

6. A human snapshot of you or your team

People buy from people. Even one short paragraph and a photo of the founder can make your brand feel more human and trustworthy.

7. A focused final call-to-action

End with one main step: book a call, fill out a form, start an enquiry. Don’t give ten choices; give one clear next move.

Shopify Clarity Checklist: 10 Fixes Before You Run Ads

SHOPIFY · APPROX. 7 MIN READ

Running ads to a confusing store is like pouring water into a leaking bucket. Before you pay for traffic, make sure your Shopify store is clear, trustworthy and easy to buy from. Use this checklist as a calm pre-launch review.

1. Simple, obvious navigation

Your menu should feel obvious. Clear categories, no jargon, and a visible search for larger catalogs. Visitors should find a product in one or two clicks.

2. A focused homepage

Avoid sliders and too many banners. One main offer or collection is enough. Your homepage should feel like a welcome, not a shouting contest.

3. Clear product titles and descriptions

Write for humans first. Explain what the product is, who it’s for and why it’s better than doing nothing. Avoid buzzwords. Use simple language.

4. Honest, high-quality product images

Show the product from different angles, in real use if possible. Keep editing realistic. Clarity builds more trust than perfection.

5. Trust elements visible early

Shipping details, returns, warranty, support — don’t hide them in tiny footer links. Place them near product information or just before the add-to-cart button.

6. Transparent pricing

No hidden fees that appear at checkout. If there are shipping or taxes, be open about them as early as possible.

7. Real reviews, not noise

Highlight a few thoughtful reviews that speak about the experience, not just “great product!”. Quality beats quantity.

8. A mobile-first experience

Most Shopify traffic is mobile. Test every page on a small screen: navigation, product pages, cart and checkout.

9. A clean, distraction-free checkout

No extra popups, no surprise upsells. Keep trust badges visible and the steps minimal. If checkout feels stressful, people abandon it.

10. Reasonable loading speed

Compress heavy images, remove unused apps and keep your theme lean. A slightly simpler store that loads quickly will always perform better than a bloated experience.