Full day training course

Web Page UX Design

Designing successful web pages based on content priority, visual design, and the right page components to meet objectives.

The web page is the most basic and foundational unit of the web.  Often we spend a lot of time designing complex website elements such as navigation and user journeys, without ever evaluating the effectiveness of the individual pages themselves.  Whether a landing page, a product page, or any other page type, each web page should be built with a purpose and a goal for the business as well as delivering on the user’s needs and expectations. Understanding the key design considerations that collectively create an effective web page for you and your customers is critical. 

In this course we specifically dissect page design and the design decisions that influence the extent to which a page performs for users and your business. We will discuss in detail common page types and the design considerations that contribute to their success.  Some of these concepts include: guiding the user to important content through visual design, appropriate use of imagery, and choosing effective layouts.

"If you want to learn how to clean up your web pages to attract more viewers this course will help a lot! You do not want to overload consumers, clean and clear is key!"

Samantha Spacone, Graphic Designer
PromGirl, LLC

Please note: This course focuses on web page design, and does not cover interactive tools or web-based applications. If you are designing web applications, please consider our course on Application Design for Web and Desktop.

Topics Covered

Topics Covered

  • High-Value Pages:  How page elements influence user behavior and page effectiveness
    • Focusing design around page objectives
    • Evaluating page design
  • Understanding how people look at a web page
    • Priority Spot  
    • Information paths and information scent
    • Eye-tracking evidence
    • First Impressions
    • How people scan and read
    • Specialized user research methods for collecting this data
  • Organization, page structure and formatting content
    • Guiding the user
    • Page density
    • Designing on a grid
    • Productive use of areas that typically attract less attention
    • Tips to improve scanning and comprehension
    • Residual fixations
    • Layouts that match scan patterns
    • Scrolling behavior and strategies for encouraging people to scroll
  • Responsive design and mobile considerations
    • Tips for taking the Responsive Design approach
    • Prioritizing content across breakpoints
  • Visual Design: Increasing effectiveness by making the right visual design choices
    • Emotions and perceptions
    • Visual hierarchy
    • Position
    • Balance and weight
    • Color and contrast
    • Animation
    • Imagery
  • Calls to action
  • Interactive elements
    • Carousels
    • Image slideshows
    • Filmstrips
    • Modal windows
  • Design considerations for common pages
    • Home pages
    • Listing pages
    • Category pages
    • Landing pages
    • Product detail pages
  • Page specific navigation elements
    • Functional footers
    • Within-page navigation
    • Sticky navigation
  • Persona targeting and presenting dynamic content

Free Material With Course Attendance

Free Material With Course Attendance

This 355-page report offers 83 recommendations for web writing and content layout, plus 102 detailed findings about how people read on the web, including scanning patterns revealed as we used eyetracking technology during usability tests.



The basis of the course is a lecture format with a couple of group exercises to reinforce the learned principles and guidelines.

The course also includes:

  • Findings from our own usability studies
  • Plenty of inspiring screenshots that we deconstruct to show why they work and where they fail
  • Opportunities to ask questions and get answers

Participant Comments

Participant Comments

"Great course. I'm not a designer so this course provided very good insight into the do's and don'ts of good web design."

Jason Wotts, Brand Extract

"This course was great to reinforce design principles I learned in art school but to make it relevant for on-screen."

Samantha Olson, National Association of Tax Professionals

"Very good balance of content and user examples. Loved the videos!"

Christine Stange, The Options Clearing Corporation

"Great Team Exercises — Relevant examples — Covered a lot of aspects that many designers don't usually think about."

Vinod Krisnan, Entrust Datacard

  • More Participant Comments
    "Great base for any designer to have. A lot of information to build on. Instructor had good insights to specific questions."


    "This course was great to cover all design elements of a site. I will be able to immediately analyze our existing sites and make tweaks to increase site performance as well as apply these concepts to sites in the future."


    "I was worried at 1st it would be about basic web design, but it was very research-oriented and covered design concepts and guidelines — excellent course!"


    "GREAT! Kim is an amazing teacher. This course rocked!"

    Matt Denny, NAWCWD

    "In this course you'll get tons of real-life examples of bad and good design choices regarding lots of design challenges."

    Peter Hörnell, Innofactor (Cinteros)

    "Great overview on web structure and component, in order to optimize it for the goals that was designed for, is it useful? Communicative? Functional? Questions always on your mind."

    Pablo Orensanz Zapatero, Capgemini España S.L., Madrid

    "Good knowledge about the topic. Really an expert."

    Divaharlal Divaharan, Qatar Airways



Kim Flaherty

Kim Flaherty is a User Experience Specialist with Nielsen Norman Group. Flaherty combines her background as a developer and education in Computer Science with her user experience expertise, particularly around complex applications, to bring well-rounded insights to her work. Read more about Kim.

Therese Fessenden

Therese Fessenden is a User Experience Specialist with Nielsen Norman Group. Prior to joining NN/g, Therese was a user experience consultant at Microsoft, designing and auditing the user experience of the intranets, Windows applications, and SharePoint sites for Fortune 500 corporations. While pursuing her graduate degree, she worked as a freelance web designer, focusing on responsive web design for small- to medium-sized businesses. Her experience with varying industries and types of clients lends to a unique perspective of how user experience research can better inform design decisions. Read more about Therese.