How do I make my website easier for visitors to understand?

Visitors should be able to understand what your business does, what each page offers and what they can do next without having to work it out themselves. Clear content, structure and navigation can make a significant difference.

1. Explain what you do clearly

State what your business does near the beginning of the homepage and relevant pages.

Example:

Commercial Plumbing Services
Plumbing installation, maintenance and emergency repairs for businesses in Manchester.

Avoid vague statements that do not tell visitors what you actually provide.

2. Use familiar language

Write for your customers rather than using unnecessary industry terminology.

If a technical term is important, explain it the first time you use it.

For example:

Boiler servicing involves inspecting and testing the boiler to check that it is operating safely and correctly.

3. Give each page a clear purpose

Visitors should be able to tell what a page is about from its heading and opening content.

For example:

Services → Explains what you offer
About Us → Explains who you are
Pricing → Explains costs or how to request pricing
Contact Us → Explains how to get in touch

Do not combine unrelated information simply to reduce the number of pages.

4. Organise information with headings

Break information into logical sections using descriptive headings.

Instead of:

“Our Approach”

use:

“How Our Website Design Process Works”

Specific headings make it easier for visitors to scan a page and find relevant information.

5. Keep important information visible

Put essential information where visitors expect to find it.

For example, contact details should be available from the Contact page and relevant calls to action should appear where visitors are ready to take the next step.

Do not hide important information behind unnecessary clicks.

6. Use examples where they clarify the information

Examples can make unfamiliar services or processes easier to understand.

For example, if you offer several types of consultancy, briefly explain what each type covers and who it is intended for.

7. Check the website as a first-time visitor

Choose an important page and ask someone unfamiliar with your business to read it.

Ask them:

What does this business do?
What does this page offer?
Who is it for?
What would you do next?

If they cannot answer these questions easily, simplify the content or structure.

Last Updated 2nd February 2026.

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