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Tips when designing secondary pages on your website

~ by Alan W

Terms & Conditions

1. Clickable sub headings

Something we have to have, something designers suffer limitations with their legal teams, something we want users to read, and something they likely won't. That's ok. But we can help our users at the very least, find what they might be interested in or are looking for within those lengthy jargoned T&C content. Help them by at least giving them an index where they have the ability to click on a sub heading of interest, which takes them to that specific piece of content. Don’t have them search for that needle in a haystack. Take them there.

2. Information architecture

Flex your IA skills if possible to organise the information into clear areas.

3. Language

Where possible (and legal jargon is often unavoidable), encourage some use of user language. Even if this is only possible as an intro to the T&C’s or sub heading areas.

About Us

1. Fast facts

Help users learn about you/the business/product in an easy format to absorb information. Lengthy write ups don't fit our users of today who want information to consume in easily digestible bit size chunks. This ‘about us’ section can be an enjoyable fact finding exercise - think of how infographics achieve this.

Think about the questions you would ask if you wanted to decide whether you should enter into business with someone. E.g. a plumber coming to fix a basin: you don’t really care what tools or processes they use, you want to know can they get the job done, what is actually wrong with the basin, when can they do it, how long will it take, how much will it cost. Help your clients and customers make a decision by giving them useful information, not by selling your organisation and saying how good you are or how unique you are. Focus on your purpose.

2. Uniqueness

Focus your content on what makes you/the business/product different from the rest. Your ‘about us’ should not be easily readable on your competitors page. Don't say what everyone else says.


1. Personalise

Small personalisation goes a long way for the user's experience., IN FAQ’s a simple greeting addressing their name, “How can we help you insert name”.

2. Information architecture

Flex your IA skills if possible to organise the information into clear common sections of questions.

3. Keep it short

Avoid lengthy questions and answers. Aim for articulating both the question and answer in one sentence.

4. Aid search through popularity listing

List popular FAQ’s as a means for users to quickly solve a common problem. The quicker we can get them to their goal the better. If you do find that the search is being used a lot, then revisit the Information Architecture - try to figure out why people are searching, perhaps content is not easy to find?

5. Elicit user contributions

Let your users help answer other users FAQ’s. This encourages a sense of community, and users already speak user language, so may get them that answer is a more user friendly explanation.

“Solving niche challenges founders face”.

Illustrator: Lisa Williams (Instagram: @artist_llw)


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