An engaging webpage makes its purpose clear, prioritizes useful content and gives users an obvious path forward.
Engagement does not require elaborate layouts, animation or additional visual elements. Use content and design choices that support the page’s purpose rather than compete for attention.
Users should be able to quickly understand what the page offers and what they can do next.
Keep the beginning of the page focused. Avoid long introductions, large decorative elements or promotional content that pushes useful information further down the page.
When there is a clear next step, make the primary action easy to identify.
Arrange information in the order users need it rather than the order it was collected or supplied.
Use layout, components, images and media to clarify information or guide attention.
Buttons help important actions stand out:
Avoid adding visual elements simply to make a page appear more engaging. When every section is emphasized, nothing stands out.
Use one clear primary action when possible. Supporting links and actions should not compete unnecessarily for attention.
Provide the information users need before asking them to act, such as relevant requirements, dates, deadlines or next steps.