The Components of an Excellent Web Design Work

The components of a website are essentially the macro framework of web design: they determine how information is organized, how it is presented, and how users navigate and make decisions on a page. An excellent web design is not just about an attractive interface—it is a human-centered, conversion-oriented system. Through well-structured information, logical interactions, and clear visual presentation, it addresses user needs while creating measurable value for the business.

From a methodological perspective, this process can be broken down hierarchically. At the top level is the site and information architecture (who needs what, and how to find it). The middle level focuses on page modules and content strategy (what role each screen or component serves). At the bottom level lies layout and typography (how to ensure information is quickly understood and user actions are effectively guided). These three levels are interdependent: a clear information architecture directs module design, modularized content makes layouts reusable and maintainable, and a well-executed layout ensures efficient communication and a positive user experience.

This article will explore the three core dimensions of website composition—Information Architecture, Component & Content Blocks, and Layout & Typography. Each section will clarify the design objectives, key elements, evaluation criteria, and common pitfalls, while also offering actionable recommendations to help designers build a clear and executable macro framework for their projects.

Website Structure (Navigation Structure)

An excellent website design must be built upon a clear Information Architecture (IA). The website structure is not only the roadmap that guides users between pages but also the key to achieving conversion goals. According to usability research from the Nielsen Norman Group, if users cannot find a valuable navigation path within 10 seconds, they are highly likely to leave the site. This makes it essential for navigation structures to be logically clear, straightforward, and comprehensive.

In practical application, website structures can generally be divided into two categories: B2B (enterprise service-oriented) and B2C (consumer-oriented), each with distinct differences in page composition and navigation logic.

1 Common Structures of B2B Websites

B2B websites (such as SaaS company sites, industrial product sites, and enterprise service platforms) usually focus on information delivery and solution presentation. Their page structures lean toward business introduction and value communication. Typical pages include:

• Home Page: Shapes the brand’s first impression and serves as the main entry point for navigation.

• Product/Service Archive Page: Showcases the company’s core products or services in one place.

• Category Page: Breaks down products or services into categories, helping users locate information quickly.

• Detail Page: Provides in-depth information about a specific product or service, often including technical specifications, case studies, and CTAs.

• Blog Archive & Blog Category Pages: Key components for content marketing and SEO.

• Article Detail Page: Delivers professional content to build brand authority.

• About Us Page: Highlights company vision, credentials, culture, and team.

• Contact Us Page: A critical conversion point, usually including a form, contact details, and map.

• 404 Page: Informs users of incorrect visits and guides them back to the homepage or suggested content.

• Privacy Policy Page: Ensures legal compliance and enhances user trust.

According to HubSpot research, over 70% of B2B buyers rely on a combination of Product Detail Pages and Article Detail Pages to make purchasing decisions. This highlights the importance of depth and professionalism in B2B website structures.

2 Common Structures of B2C Websites

B2C websites (such as e-commerce platforms and direct-to-consumer brand sites) share the basic structural elements of B2B websites but must also support a complete consumer purchase journey. As a result, they typically include an additional five key pages:

• Shopping Cart Page: Allows users to preview selected items and make adjustments.

• Checkout Page: The core conversion point, where steps and distractions should be minimized.

• Login Page: Enables users to create or access accounts, fostering long-term customer relationships.

• Member Center Page: Provides functions such as order management, reward points, and after-sales services.

• Password Recovery Page: Ensures continued account access and helps reduce user attrition.

These pages directly shape the customer’s purchasing experience. Industry research in e-commerce shows that removing just one step in the checkout process can increase conversion rates by an average of 12–15%. Therefore, B2C website structures must be optimized under the principles of clarity, speed, and seamless interaction.

Page Modules

Page Modules are the fundamental units of website design. They not only carry the task of presenting information but also directly influence user experience and conversion efficiency. A well-executed web design should integrate modular design with content strategy, enabling users to quickly access key information across different pages while maintaining consistent interaction logic and visual experience.

According to research by the Baymard Institute, modular and consistent design can effectively reduce user disorientation by 23%. Therefore, modules are not just components of a page—they serve as the supporting framework for the overall website experience.

1 Homepage Modules

The homepage is the primary entry point of a website, serving three key functions: shaping the brand’s first impression, distributing core content, and guiding conversions. Its module design should follow a top-down flow, moving from overview to detail.

1). Header Area (Site-wide)

• Includes elements such as the Logo, main navigation, search bar, and language switcher.

• Navigation paths should be as short as possible, ensuring users can reach their target page within two to three clicks.

• The header is typically consistent across the entire site, meaning its structure defines the overall information architecture.

2). Menu

• Menus can be either popup menus or mega menus.

• A Mega Menu displays multiple levels of categories within a single dropdown panel, reducing the need for users to click repeatedly to find their path.

• For information-heavy B2B SaaS websites, a Mega Menu is the most effective way to improve navigation efficiency.

3). Dropdown Menu

• Divided into standard menus and mega menus.

• Mega menus are better suited for B2B sites or B2C sites with many categories, as they can quickly display multiple levels of classification.

• Standard menus are more appropriate for websites with simpler structures.

4). Banner Area

• Used to showcase the most important content, such as featured products, brand promotion videos, or campaign highlights.

• This is one of the areas where users tend to stay the longest, so it needs strong visual impact along with a clear CTA (e.g., “Learn More” or “Buy Now”).

5). Content Distribution Modules

• Product Section: Show product categories and link to category pages.

• Featured Products Section: Commonly displayed in a carousel to highlight core products, with links to detail pages.

• Services Section: Present pre-sales and after-sales services to build trust.

• Customer Reviews & Partners Section: Strengthen brand credibility through testimonials and partnership cases.

• Articles Section: Display the latest articles to boost SEO and showcase brand expertise.

• About Us Section: Provide a brief company introduction with a link to the full About Us page.

• Contact Section: Include forms and contact information to guide users toward conversion.

6). Footer (Site-wide)

• Includes links to key website pages, subscription features, and the privacy policy.

• The footer serves as the user’s final navigation reference, so broken links should be avoided.

7). Online Contact Module (Site-wide)

• Examples include floating live chat, WhatsApp/WeChat QR codes, and quick inquiry forms.

• Its purpose is to provide a constant conversion entry point and reduce user drop-off.

2 Product/Service Archive Page Modules

• Banner Area: H1 title with text-and-image introduction.

• Product/Service Boxes: Combine images and text to highlight selling points and core features, enhancing SEO keyword coverage.

3 Product/Service Category Page Modules

Similar to the archive page, but focused on a specific product category. The structure emphasizes consistency + comparability, making it easier for users to filter and choose.

4 Product/Service Detail Page Modules

• Product Display Box: Includes product image, title, short description, inquiry button, and manual download.

• Specifications & Parameters Table: Meets the technical needs of B2B users.

• Full Description: Provides a detailed introduction to product advantages.

• Feature Highlights: Illustrates key benefits with images and text.

• Application Scenarios: Enhances user immersion in real-world use cases.

• Technical Support or Warranty Services: Offers purchase assurance to users.

5 Article Archive Page Modules

• H1 & Intro Paragraph: The title reflects the archive theme (e.g., “Industry Insights” or “Latest Updates”), while the paragraph guides users to understand the content’s value and incorporates SEO keywords.

• Article Card Module: Displays article thumbnails, titles, excerpts, and publication dates in a card layout. Each card includes a link to ensure clickability.

• Sidebar: Highlights recommended latest articles or key products.

• SEO-Optimized H2 Paragraphs: Enhance the search engine weight of the article listing page.

6 Article Detail Page Modules

• Main Content (Text + Visuals): Structured with H1, H2, and H3 for clear logic, combining text with images, and embedding videos or infographics where appropriate to enhance readability. Internal links (related articles/product pages) are naturally integrated within the content.

• Sidebar Recommendations: Suggest related products or articles.

• One-Click Sharing at the End: Supports social platforms (LinkedIn, Twitter, Facebook, WeChat, etc.) to encourage readers to share content and expand reach.

• More Articles Recommendation: Promotes further reading.

• Bottom Contact Form & CTA: Provides an “Inquire Now” form, product trial application, or Newsletter subscription, ensuring a smooth flow from content consumption to business conversion.

7 About Us Page Modules

• Brand Introduction: Briefly introduce the company background (establishment year, business scope, industry position).

• Core Philosophy: Explain the company’s vision, mission, and values.

• Client Cases: Showcase representative clients or partners, complemented by a logo wall or case detail links.

• Coverage Area: Display the markets served by the company using maps or data visualization.

• Certificates & Honors: Include industry certifications, patents, awards, and compliance certificates.

• Team Introduction: Present team size and expertise.

• Contact Form: Usually included at the end to facilitate conversions.

8 Contact Us Page Modules

• H1 & Brand Introduction (Text + Image)

• Office Locations & Contact Information: Addresses, phone numbers, and emails for headquarters and branches.

• Suggested Contact Methods: Phone, WhatsApp, WeChat.

• Contact Form & Feedback Module: Standardized form (name, email, message) with optional file upload (common in B2B scenarios).

• Google Maps: Embed Google Maps (or Amap/Baidu Maps) to display office locations.

9 Shopping Cart Page Modules (Specific to B2C Pages)

• Product List Module: Displays product thumbnails, names, specifications (color/model), unit price, quantity selector, and subtotal.

• Action Module: Includes quantity increment/decrement, delete button, and “Save to Wishlist.” Design should ensure simple interaction and prevent accidental deletions.

• Price Summary Module: Shows product total, discount information, estimated shipping, and final payable amount.

• CTA Button Module: For actions like “Continue Shopping” and “Proceed to Checkout.” Buttons should have clear hierarchy, with the checkout button highlighted.

• Recommendation Module (Optional): Suggests related products based on user shopping behavior to increase average order value.

10 Checkout Page Modules (Specific to B2C Pages)

• Shipping Information Module: Fill in or select the shipping address (supports address management and quick addition).

• Delivery Method Module: Provide shipping options with estimated delivery times.

• Payment Method Module: Supports multiple channels such as credit card, Alipay, WeChat Pay, and PayPal.

• Order Confirmation Module: Includes order details, cost breakdown, and coupon usage.

• Security Notice Module: Displays SSL encryption and payment security badges to enhance user trust.

• CTA Button Module: For actions like “Submit Order,” ensuring the button is highly visible and unambiguous.

11 Member Login/Registration Page Modules (Specific to B2C Pages)

• Login Module: Enter email/phone number + password, with support for verification code login.

• Registration Module: Simplified fields retaining only essential information (phone/email + password), supporting quick registration.

• Third-Party Login Module: WeChat, Google, Facebook, etc., to lower the registration barrier.

• Security Verification Module: Verification codes and anti-bot checks (reCAPTCHA).

• CTA Button Module: For actions like “Login” and “Register,” with distinct button colors to avoid confusion.

• Auxiliary Links Module: Password recovery and return to homepage.

12 Member Center Page Modules (Specific to B2C Pages)

• Account Information Module: User avatar, nickname, membership level, and points balance.

• Order Management Module: Categorized by order status (Pending Payment, Pending Delivery, Completed, After-Sales).

• After-Sales Service Module: Return/exchange requests and progress tracking.

• Points & Discounts Module: Points details and coupon list.

• Settings Module: Personal information, shipping addresses, payment methods, and password changes.

• Message Center Module (Optional): Platform notifications and order reminders.

13 Password Recovery Page Modules (Specific to B2C Pages)

• Identity Verification Module: Send verification code via phone number or email.

• Verification Code Input Module: Limit input attempts and set code expiration for security.

• New Password Setup Module: Enter the new password twice for confirmation, with strength indicator.

• Security Notice Module: For example, “Do not share your password with others.”

• CTA Button Module: For actions like “Confirm Password Change,” which redirects to the login page upon completion.

14 404 Page Modules

• Clearly indicate “404 – Page Not Found.”

• Use simple or playful illustrations/animations to reduce user frustration.

• Search Module (Optional): Provide an on-site search box to help users quickly find desired content.

• Recommended Content Module: Display popular products, latest articles, or suggested sections to keep users engaged.

• Navigation Module: Provide links back to the homepage and main channels (e.g., product pages, service pages, blog).

• CTA Button Module: Prominent “Return to Homepage” button to ensure the main path is clear.'

• Brand Extension Module (Optional): Use humorous copy or visual design to reinforce brand personality.

15 Privacy Policy Page Modules

• Policy Introduction Module: Briefly explain the purpose and scope of the privacy policy to enhance user trust.

• Information Collection Module: List the types of user data collected (e.g., email, address, payment information, cookies).

• Information Usage Module: Clearly state the purposes of data usage (order processing, customer service, personalized recommendations, etc.).

• Information Sharing & Disclosure Module: Explain whether data is shared with third parties, including the scope and conditions of sharing.

• User Rights Module: Describe how users can access, correct, or delete personal data (compliant with GDPR, CCPA, etc.).

• Data Security Module: Explain security measures taken (SSL encryption, data backups, access control).

• Policy Update Module: Specify the last update time and method for policy changes.

• Contact Information Module: Provide dedicated privacy contact or email for user inquiries.

Layout Approaches of Excellent Websites

Layout addresses the “structural arrangement of information and modules.” An excellent web page layout should be logically clear, visually appealing, and also drive conversions.

1 Clear Visual Hierarchy

• Page content should have a clear priority: core information (Hero section) → secondary information (features, benefits, case studies) → supplementary information (FAQ, Footer).

• Use size, color, contrast, and whitespace to emphasize and differentiate key sections.

• Ensure users can instantly grasp the most important information, reducing cognitive load.

2 Branding Innovation on Established Layout Patterns

• Designers should make subtle innovations within common, established layout patterns based on brand tone and industry characteristics.

• Innovation doesn’t mean disruption; it involves creating differentiation through animations, changes in outer contours, layout combinations, and similar techniques.

3 Common Established Layout Patterns

1). F-Shaped Layout

• Characteristics: The user’s browsing path resembles the letter F, commonly seen on content-heavy websites (news, blogs, knowledge bases).

• Implementation: Left-aligned content blocks with prominent headings and subsections, ensuring clear information hierarchy.

• Use Cases: When the user’s main goal is to quickly scan and gather information.

2). Z-Shaped Layout

• Characteristics: The user’s eye movement follows a Z-shaped path from top-left → top-right → bottom-left → bottom-right.

• Implementation: Guide users through visual lines; commonly used on marketing landing pages.

• Use Cases: Suitable for scenarios where users need to be quickly guided toward a specific CTA (e.g., sign-up or purchase).

3). Card Layout

• Characteristics: Information is presented in individual card modules; the modular design makes it easy to adapt responsively.

• Implementation: Each card independently contains content (image + copy + CTA).

• Use Cases: E-commerce websites, product showcase pages, portfolios.

4). Split Screen Layout

• Characteristics: The page is split in half (horizontally or vertically), creating a strong contrast.

• Implementation: Display images/visual elements on one side and text/features on the other.

• Use Cases: Suitable for brand comparisons or dual-content presentations (e.g., B2B services + case studies).

5). Centered Layout

• Characteristics: Key information is centered, with supplementary information distributed above, below, or on the sides.

• Implementation: Center images, videos, or headings, with supporting information placed around them.

• Use Cases: Highlight the core selling points of a single product or campaign.

6). Scattered Layout

• Characteristics: Information blocks are distributed across multiple areas of the page, appearing random but actually following a logical structure.

• Implementation: Use irregular layouts to break traditional grids, creating a sense of dynamism and creativity.

• Use Cases: Creative brand pages, designer portfolios, fashion websites.

• Note: Maintain overall visual balance to prevent users from feeling lost.

7). Vertical Layout

• Characteristics: Information blocks are arranged vertically, aligning with users’ scrolling reading habits.

• Implementation: Display content sequentially from top to bottom: Hero → Features → Case Studies → CTA.

• Use Cases: Narrative pages, showcase websites.

• Advantages: Strong linear logic with a clear user reading path.

8). Full-screen Layout

• Characteristics: One screen presents one piece of content, with scrolling or switching to the next screen.

• Implementation: Full-screen banners, full-page scrolling, video/interactive effect backgrounds.

• Use Cases: Showcase websites, creative brand launch pages, narrative websites.

• Advantages: Strong visual impact and high user immersion.

4 Innovative Approaches in Layout

1). Animation-Driven

By controlling the speed and direction of mouse scrolling, content appears progressively to enhance the narrative. For example, product features are revealed piece by piece as the user scrolls, or case images gradually fade in.

2). Outline Variation

Use different outlines (corner radius, special proportions, unique shapes) to break the monotony of traditional rectangular modules. Commonly used to emphasize key content, such as CTA blocks or case showcases.

3). Layout Combination

Flexibly combine different layouts on the same page (e.g., Z-shaped layout for the first screen, card layout for the product section, split-screen layout for the case section). Alternatively, overlay layouts to create new rhythms and visual styles.

Conclusion

An excellent web page layout is not just an aesthetic choice—it is a combination of logic (information delivery) + user experience (interaction flow) + brand differentiation (visuals and expression). By making moderate innovations on established layout patterns, designers can create unique styles through animations, outline variations, and layout combinations.

This is why customized websites have a distinctive appeal: within a stable logical framework, leveraging design and development expertise while incorporating brand expression allows a design to be both orderly and unique, resulting in truly outstanding work. Such designs help businesses stand out in a highly competitive digital environment.

Looking to create a Framer web design that aligns with your brand tone? Let Jane Framer Studio provide full-process support from strategy to execution, empowering your design to drive business growth.