Key takeaways

  • Craft a strong keyline and infolineto grab attention and clearly preview the content.
  • Tell a structured, relevant storythat reflects user needs and flows naturally.
  • Use purposeful imagerythat supports your message and resonates with the audience.
  • Design clear, benefit-driven CTAsthat guide users to take meaningful action.
  • Optimise content for SEOto boosts visibility insearch engines and organic reach.

Keyline and infoline

How to persuade the user to continue reading? The header has a lot of power. Whether it's a homepage, an article, or a service page, your headline copy needs to be creative, memorable, and compelling.
screenshot regular pagehead

Keyline

  • The keyline grabs the reader’s attention
  • In the keyline, charm dominates

Infoline

  • The infoline provides more information to the keyline
  • Be clear and convincing, the user should be given enough information to understand what content follows

Good practices

  • Readers should be able to scan thekeyline andinfoline,and get a clear idea of the webpage's content.
  • Ideal keyline length is between 55 and 65 characters

What makes a good keyline and infoline?

  • Be clear

    Keep it simple – to keep the word count down use verbs instead of nouns. And keep the verbs active.

    Use everyday words and phrases – formal words are never helpful, especially not in headlines.

  • Be convincing

    Focus on benefits, not features – highlight what the reader gains, not the product name. Use facts, not adjectives – evidence is more convincing than descriptions.

  • Write with charm

    Be personal – use ‘we’ and ‘our’ instead of the company name.

    Be intriguing – short or question-based keylines spark curiosity.

    Be memorable – paint a picture of value or use a local cultural reference.

Suggestions for improved keyline and infoline

Content and imagery storytelling

Even before you write for the content, ask yourself what you want your reader to know, feel and do. Remember to think about it from their point of view, not just ours. Then start with the most important thing.

Story and structure

A good, well-structured story flows, draws people in, and is highly readable. The content of each webpage can be thought of as the parts of a story, and the goal is to structure, or “tell,” the story in such a way that it is more inviting and more likely to be read.

  • What should the reader know or do after they read it? What the story is about?
  • How can I arrange the parts of the story to make the page flow better?
  • Can the story be better told by replacing some text with infographics, video, or images?
  • Have I included enough subheadings to lead the reader from one part of the story to the next?

Relevancy

Ask yourself what information a user needs rather than what information we want them to know. By thinking about the users' needs and potential pain points or questions, we can provide them with the right information at the right time.No matter how good the content is, if it is not relevant to the target audience, it has no value.

Each image should have a purpose

  • Support your message

    Make sure the icons or other graphic content is supporting your message to help the user digest the content and avoid confusion.

  • Adapt to the audience

    Use images that support our branding and appeal to the target audience at the same time.

  • Avoid filler images

    Use images purposefully. If you have a meaningful image to pair with text, that's great. But avoid using filler images just to fit a layout.

A/B testing insight
Use informative icons

CTAs - make action stand out

The calls-to-action (CTAs) you use are crucial. Whether you want to generate leads, sales, or simply convince prospects to contact you. Not only invites the visitor to take action, but also promotes the added value that the visitor can benefit from: think of it as a "call to value".

What makes a good CTA?

  • Clear hierarchy

    If possible, it's advisable to use a single primary button per page to highlight the most important CTA. It should be differentiated by other secondary CTAs.

  • Prominent position

    The button should be placed as close as possible to the visible field of the page – if possible above the fold (no scrolling required) – provided that the action and flow make sense.

  • Concise label

    The label of the CTA should be as short as possible and speak for itself.

  • Clear wording

    The CTA should be worded in a way that explicitly states the action you would like the reader to take. Phrases such as "click here" or "read more" should be avoided.

Types of buttons and CTAs

Primary brand buttons

Secondary buttons

Action buttons

Button & CTA
Web publishing guideline
A/B testing insight
See experiments result

Suggestions for improved CTAs

How to positively influence search engines?

Basic information

SEO is used to help a website get more visitors from a search engine when the pages rank higher on the search engine results page (SERP). These visitors can then potentially become customers.

  • Search flow process
  • Key questions for content owners
  • Key message for platform and quality manager

Positive impacts

How can you, as a content owner or publisher, positively influence the search results? What matters:

  • Title tag and meta description
  • Headings and body copy
  • Alternative text for images
  • Transcript for videos
  • URL

Negative impacts

Auditing your pages for potential issues and fixing these items is crucial for SEO.

Issues like:

  • Broken links
  • Redirects
  • Duplicate title or description
  • Loading time
  • Long sentences

Exclude from search

There are pages that you don't necessarily want to display in search engines, such as:

  • Disclaimer pages
  • Technical pages
  • Closed user group pages
  • Confirmation pages

UX best practices overview

Fundamentals

Web creation

Practical resources

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