A website is not a brochure: designing for real user behaviour

Websites are often designed as if users will read them from top to bottom.

In reality, most users scan. They skim headings, jump between sections and make fast decisions about whether a site feels relevant. If information isn’t easy to find, they won’t search for it — they’ll leave.

Treating a website like a brochure often leads to long pages, buried content and unclear next steps.

Effective websites are structured around real user behaviour. Clear navigation, concise content and obvious actions help users move through a site without friction.

A website isn’t there to tell a perfect story — it’s there to guide people to the right decision.