User experience is just as important as visual design.
Crafting delightful and successful user experiences requires a deep understanding of user-centric, heuristically minded, and data influenced methodologies. A strong dose of user empathy is required to turn the toughest business challenges into an elegant user experience. Overall the goal is to SIMPLIFY the word bloat. Deliver a consumable layout that can progressively reveal the visual narrative needed without overwhelming the user. The goal is to pull them in, create a lean-forward-experience, and have them continue with conversational interactions and continue to click and discover/learn more.
Determining where the page design sits within the overall user flow is key. Establish what are the main user needs and identify the best way to deliver that content or next steps to engage with your company. See the example of a complete top-down user flow which shows where this example of an Oracle pillar page sits in the site hierarchy and a clear definition of each page goal from both the business side and the user goals.
Consistency of the page templates is also a key element in creating a successful conversation with the users. Don’t make the user have to re-learn how a page works and functions as that puts a cognitive load on the user. Your site needs to be easy, effortless, and deliver on the users’ needs.