Get to grips with these and your site will be healthy.

Focus on user needs

The design, structure and content of your web pages should be focused on the needs of the user. Before you start, you should have an answer to these questions:

  • Who is your main audience?
  • What information do they need?
  • What is the best way of communicating this information to them?
  • How can we make this efficient? (shortcuts, links, grouping information)

Be selective

Make sure the key message of your website is clear. Decide on the messages for each section and each page before you start editing.
Combine relevant and associated information on one section/page but don’t try to include everything in one place.
Be careful not to repeat content on multiple pages – use links instead.

Be flexible but consistent

Throughout your website, use the same tone of language and the same design patterns while varying content. By providing inviting and diverse content you will attract users and by making sure the underlying approach is consistent, people will get familiar with your webpages and are more likely to return.


Complete the list below to ensure you have a healthy website. 

Website healthcheck checklist
 Have you identified who your users are?  
 Do you have between three and seven top level sections?  
Are the most popular sections of your site easily accessible  from your landing page?  
Have you redundant pages? Does each page have a clear objective?  
Is your site organised to fit the user journey?  
Have you created links between related pages?  
Do you have short and intuitive page and section names?  
Do your URLs help search engines find your website?  
Have you defined and used keywords in your content?  
Does your site comply with accessibility rules?  
Are there any social media links you could include?  
Summary of the table's contents