Part IV: Web Design and Layout
What constitutes a well-designed web page? The answer will vary drastically depending on what is the ultimate purpose of your site. If you're a non-profit seeking donations for the homeless, what constitutes a good design is different than if you're selling luxury items. In this article, we'll focus on how you can determine the best page layout -- meaning how your internal pages are assembled -- so that your web site can maximize the number of sales it generates. Once you've determined the layout for your pages, you can communicate this to your designer, who will then have a better understanding of what you are trying to accomplish. This is probably the most valuable thing you can get out thinking about page layout; the improved communication you have with your designer will result in a site that is much, much better than it would be had you not be able to engage in a detailed conversation with the designer you are working with.
Layout Options
While there are never any hard and fast rules regarding what you can and can't do in terms of page layout -- you can of course choose to structure your pages in any fashion you choose -- there are some guidelines that are worth considering. What follows below is a series of the most common page layouts seen on the web. Because they are common, they are already familiar to Internet users, and hence will make your site that much easier to navigate for the visitors that come along. This is something that is extremely important: if your site is easier to use, that means its easier to make a purchase on it.
Three Column Layout. This is by far the most common layout on the Internet. It consists of three columns:
Examples: Threadwatch is an example of a site with a classic three column structure. The site uses a right hand navigation bar and displays ads in the left column -- something that is a bit unconventional, but still within a three column framework.
Amazon.com is another prime example of a site with a three column structure. The left column provides a set of links users can use to browse the Amazon site; the center of the page contains promotional text; and the right column highlights certain key offerings. Even in internal pages, such as product listings for movies that are being sold, adheres to the three column structure, with the right most column being used to allow users to quickly and easily checkout.
Two Column Layout. The two column layout is, simply put, the three column layout without the right most column. It is a simpler look associated with a more passive sales approach.
Examples: The online stock brokerage firm Ameritrade uses a simple, clean two column layout on their site.
And of course, the Web Disease blog uses a two column layout.
Two Row Layout. While fairly unconventional, the two row layout is seen enough to warrant a mention. It is particularly common in sites that serve primarily as brochures or for branding purposes, and possess little content or point of sale purpose.
Example: The Beatles site uses a two row layout. Note how there are simply two rows; the top is a collage of images, while the bottom row contains text.
As is almost always the case, there are no rules with page layout -- but there are helpful guidelines. Use these common layouts to gain an understanding of what you like and what you think is best for your site.
Layout Options
While there are never any hard and fast rules regarding what you can and can't do in terms of page layout -- you can of course choose to structure your pages in any fashion you choose -- there are some guidelines that are worth considering. What follows below is a series of the most common page layouts seen on the web. Because they are common, they are already familiar to Internet users, and hence will make your site that much easier to navigate for the visitors that come along. This is something that is extremely important: if your site is easier to use, that means its easier to make a purchase on it.
Three Column Layout. This is by far the most common layout on the Internet. It consists of three columns:
- A left hand column that typically serves as navigation for the site; it contains the links to your the main pages on your site.
- The body of the page, which shows its content
- A right hand column that contains a sub-navigation, links to cross-promote other offerings, or advertisements.
Examples: Threadwatch is an example of a site with a classic three column structure. The site uses a right hand navigation bar and displays ads in the left column -- something that is a bit unconventional, but still within a three column framework.
Amazon.com is another prime example of a site with a three column structure. The left column provides a set of links users can use to browse the Amazon site; the center of the page contains promotional text; and the right column highlights certain key offerings. Even in internal pages, such as product listings for movies that are being sold, adheres to the three column structure, with the right most column being used to allow users to quickly and easily checkout.
Two Column Layout. The two column layout is, simply put, the three column layout without the right most column. It is a simpler look associated with a more passive sales approach.
Examples: The online stock brokerage firm Ameritrade uses a simple, clean two column layout on their site.
And of course, the Web Disease blog uses a two column layout.
Two Row Layout. While fairly unconventional, the two row layout is seen enough to warrant a mention. It is particularly common in sites that serve primarily as brochures or for branding purposes, and possess little content or point of sale purpose.
Example: The Beatles site uses a two row layout. Note how there are simply two rows; the top is a collage of images, while the bottom row contains text.
As is almost always the case, there are no rules with page layout -- but there are helpful guidelines. Use these common layouts to gain an understanding of what you like and what you think is best for your site.
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