List the audiences you want to reach and the tasks they need to complete. A first-time visitor may need an introduction, while someone ready to buy needs service details and a clear way to make contact.
Organize pages around those tasks. Give each page a primary purpose and put essential information before supporting detail. Navigation labels should describe the destination in familiar words.
Before development begins, sketch the content on a phone-sized screen. This makes long headings, unnecessary steps and competing calls to action easier to spot.
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