How to structure the content of your website to convert visitors into customers

In this article, we show you how we structure websites at HeyMate! so that, beyond design, really convert.

Think about routes, not sections

One of the most common mistakes is to design a site thinking of isolated sections: “a Home, an About Us, a Services page...”. But that's like creating a treasure map without arrows: the user arrives, sees all the options, but doesn't know the right path to get to the treasure (your goal).

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At HeyMate! we think of each site as a strategic journey. Each section exists for a reason: to guide the user step by step from the first impact to the desired action. Whether it's scheduling a call, filling out a form or buying a product.

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The HeyMate approach! : structure designed to convert

1. Investigate and deeply understand your ideal customer

Before thinking about design or texts, you need to know in depth who is going to use your website. It's not enough to just have a general idea, you need to research and understand:

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Who really is your customer?

• What is your demographic and psychographic profile?
• What role do you play in your company? Who makes the decisions?
• How do you consume information online?

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What are your problems and pain points?

• What processes or tasks are frustrating or inefficient for you?
• What is stopping you from achieving your goals?
• What have you tried before that didn't work?

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What doubts and objections do you have?

• What fears may they have about your product/service?
• What questions do you ask before buying?
• What can hold back your buying decision?

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How can your product/service specifically help you?

• What specific result are you looking for?
• How do you improve your current situation?
• What makes your solution different?

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This way, every word, every section, and every element of your website will be aimed at solving those specific problems and giving you exactly the information you need to take action.

2. Define a clear objective

Each site must have a main objective:

• Do you want to generate leads?
• Do you want to sell online?
• Do you want them to schedule a demo?
• Are you looking for just a cover letter?

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All content should revolve around that goal. And that objective must be reflected in a Call to Action (CTA) clear, visible and repeated.

3. Build a logical journey based on your research

This is how we organize the content in most of our projects:

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1 ️ № Hero section with a clear proposal

‍The first thing a user sees must respond in seconds: What are you doing? For whom? Why should I care?Here you use the language of your ideal customer and address their main problem directly.

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2 ️ № Concrete benefits that solve real problems

‍It's not about listing features, but about showing how you specifically improve the user's life. Each benefit should connect to the pain points you identified.

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3 ️ № Relevant social proof

‍Testimonials, customer logos, success stories that speak the language of your ideal customer. People are more trusting when they see that others with similar problems have already trusted.

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4 ️ ► How it works/What to expect

‍A simple section that explains the process: step 1, 2, 3. This creates security and reduces the specific questions you identified in your research.

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5 ️ ⇒ Objection Handling

‍A section dedicated to answering the main questions and fears that your ideal customer may have.

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6 ️ № visible and repeated CTA

‍A button at the end is not enough. The user must be able to act at any time during the tour.

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Key sections that every site should have

• Strong value proposition that speaks directly to the main problem
• Clear and tangible benefits connected to real needs
• Relevant social evidence for your audience
• Simple process that builds trust
• Proactive Handling of Common Objections
• Strategic and contextual calls to action
• Functional footer: contact, key links, trust elements

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Common mistakes we see on a daily basis

• Lots of generic text, little focus on specific problems
• Technical or empty words (“innovative solutions that transform...”)
• Unclear or misplaced CTAs
• Important information hidden
• There is no visible “path” that leads to action
• Talk about features rather than benefits that solve problems

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What if I have multiple types of users?

You can create alternative routes:

• Sections divided by type of customer (e.g. companies/freelancers)
• Different entries from the navigation
• Specific landing pages for each profile

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The key is in guide each type of user along a logical path that specifically responds to their needs and problems.

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Conclusion: structure = strategy + research

Designing an effective website doesn't start with Figma, but with a deep understanding of your client. If you're not sure who your ideal user is, what their problems are and how you solve them, no structure is going to work.

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A well-structured website: Attract → Inform → Resolve Questions → Convince → Activate

And that's the kind of sites we create at HeyMate!

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Do you want us to structure your website so that it really converts?

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Let's talk. We create sites with design, yes, but above all with direction and purpose. Contact us