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What to consider

Define your audience and their behavior by types:

• Needs and problems: Understand the problems and needs of your users.

• Demographic: Know the age and familiarity with technology of your audience.

• Psychographic: Understand their social status, interests, opinions, and values.

• Behavioral: Know when and how users visit your page (mobile or desktop).

• Geography: Identify the country of your users and provide relevant content and visuals.

Why it is important

The business goal is the specific result you want to achieve with your web page, such as increasing traffic, conversions, engagement, or revenue. It should align with the needs of your target audience and answer the question: why do we want this web page?

What to consider

• Target audience: Who is the page intended for (private clients, institutional investors)? The goal must align with user expectations and needs.

• Market variations: Different countries may have distinct financial regulations, customer behaviors, and cultural expectations.

• KPIs and metrics: What will success look like? Goals should be measurable.

• Long-term strategy: How does the page goal contribute to ÃÛ¶¹ÊÓƵ business objectives?

Why it is important

The main action you want the user to take on your webpage is crucial, whether it's generating leads, sales, or encouraging contact. Clear call-to-actions (CTAs) are essential to prevent confusion.

What to consider

• Define the main action for the user on the page.

• The page should have one main action and possibly additional actions.

• Avoid overloading the page with too many actions.

• Structure the content to support the main and additional actions.

• Eliminate sections that do not support these actions.

• Position the button according to the page's goal.

• The action label should clearly state the desired action.
  

Why it is important

Understanding the user journey helps build a cohesive storytelling narrative. Users expect continuity and solutions to their problems when they arrive on your website.

What to consider

• Context: Consider where the user is when browsing your website and what factors could affect them. Predict desktop/tablet/mobile traffic.
  

• Visual storytelling: Use similar key visuals and style as the entry point to provide continuity.

• Progress: Think about how each stage allows for the transition to the next. Place CTAs strategically.

• Functionality: Add features at each stage to facilitate progress.
  

Why it is important

Your headline is crucial for captivating viewers. Without a good headline, your page won't be read. Users primarily scan web pages, focusing on headings to find answers to their needs.

What to consider

• Ensure the keyline and infoline clearly indicate the page content, including 2-3 main keywords. This also positively influences search engines.
• Make a bold claim to catch visitors' attention and inform them what to expect on the page. Avoid overly marketing-oriented titles.
• Use imperative form to encourage users to stay on the page.
• Make it believable by substantiating bold claims with evidence and results.
• Cover the main objection immediately to show users you understand them.

Why it is important

Focus on the target audience's needs and problems, not just the business goal. This ensures the content resonates with users and encourages them to take the desired action.

What to consider

• Think from the reader's perspective, not just the business view.

• Connect users' needs with business goals.

• Keep the target audience in mind when writing and designing content.

• Avoid content that doesn't support business goals.

• Show value proposition and, if needed, social proof.

• Related content should take up a maximum of 15-20% of the page.

Why it is important

Consistent layout prevents confusion, which can lead to irritation and users leaving the page.

What to consider

• Use a consistent layout across your site.

• Maintain visual hierarchy and page structure similar to peer pages.

• Use similar headings, main action sections, and grids.

• Keep content sections and visuals consistent.

• Ensure navigation is straightforward and understandable.