Content hierarchy determines what readers notice first and how they move through the page. Begin with the question the page answers, then put supporting explanation and detail in a useful sequence. Size and spacing should reinforce that sequence rather than compensate for unclear copy.
A practical approach
Use headings to describe the content that follows. A reader scanning only those headings should still understand the page’s structure. Keep related material together and avoid giving a minor decorative label more visual weight than essential information.
Your checklist
- Identify one main purpose for the page.
- Group related explanations under descriptive headings.
- Place supporting conditions near the relevant action.
For example
A service page might move from suitability to deliverables, then process and enquiries. Putting a long company history between the offer and its scope interrupts that decision path even if the sections look attractive.
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