Some basic principles of good page design:

1. Don’t make readers work too hard

The web-page structure should be obvious and self-explanatory. The navigation and site architecture need to be intuitive so that the reader knows how to find their way around the site. The viewer will have certain expectations of how a website works from using other websites so it is important that the website conforms to some basic tried and tested ways of navigating around the website using menus, pointers and links.

2. Don’t test the viewer's patience

Keep interactions simple to follow and don't make form filling for example too complex.

3. Don't distract the viewers focus

Many websites have multiple pop-ups which are annoying enough on a desktop. When you try and read the same article on a mobile the article you want is almost completely hidden by adverts and pop-ups.

4. Guide the viewer through various steps

It helps with understanding if a large topic can be 'chunked up' into smaller sections - like a text book with multiple chapters. I may not need to read all the chapters to know that the author has a good grasp of his subject. A viewer may not need to read all your website pages to conclude that your business is one that they are interested in contacting further.

5. Use effective writing skills

Write easy-to-understand prose that a high school child will understand. Avoid the use of jargon and acronyms, unless they are explained fully. Use bulleted lists where appropriate. Use highlights (bold and italics) where relevant to enhance the text content.

6. Keep it simple

Your viewers may admire the design aspects of your site but they are primarily on the site to gain information so that they can make a judgement call about whether to contact you.

7. Use appropriate high-quality images 

Use photos or graphic images to reinforce the messages you are trying to convey.

8. Avoid large blocks of uninterrupted text. 

Large text blocks might work OK in a book, but they don't necessarily work so well when read on a mobile device. Make more use of smaller paragraphs than you would if you were writing for print.