Look and feel · Hierarchy
Nothing on your page stands out first
When everything looks equally important, people don't know where to look. They skim, miss your main point and may leave.
- Applies to
- every page
- Typical severity
- high
- Effect on conversions
- high
- Effort to fix
- Takes some time
What to look for
Sections where headings, body text, images and buttons have similar size and weight, so no single element leads; or several elements shouting at once.
What good looks like
Each screen has one obvious focal point, usually the headline, then a clear path to the action.
How to fix it
Make one thing in each section clearly bigger and bolder, usually the heading, and tone down everything around it.
Based on
- Established usability heuristics #8 (aesthetic and minimalist design)
Related checks
Look and feelYour main button is easy to missIf people can't spot the button to get in touch or buy, fewer of them will. Some will leave without doing anything.Look and feelPeople can't tell what they can clickIf buttons and links look like plain text, people miss them. Some click things that do nothing and give up.Look and feelYour page feels squashed togetherCrowded pages look cheap and are harder to read, especially on a phone. People struggle to spot what they need.
Does your site pass this check?
AgoraScan checks this and the rest of the checklist on your pages, with screenshots of anything it finds. The first scan is free.