Website blueprints
Find the right structure for your website.
Explore website structures, see which pages you need, and learn what to put on them.
Not sure which blueprint fits?
Six questions settle most ordinary sites. They aren’t a quiz; read down until one is true.
Do customers have a problem at their place that you come and fix?
Trades and call-out servicesDo people come to your place, during opening hours?
Shops, cafés and venuesDo clients come to you for advice or treatment, and choose a service, a person and a fee?
Advisers, practices and clinicsDo you have many things people compare, each needing its own page?
Listings, rooms and toursIs your finished work what wins the next job?
Portfolio, for a person or a firmDo people sign up for, try or buy your software?
Software product
If two are true, the pattern pages say which one wins and where the boundary is. Some sites are two at once (an estate agent serves sellers and buyers); the library says so rather than forcing one. Boundary cases
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Trades and call-out services Pages: Home · All services · Service pages · Area pages · +4 more/Family plumbing & heatingYour business nameAll servicesPricesAbout and peopleQuote or bookingEN · SQCall nowCall + who answersMenuBoiler repairs and emergency leaks, across the cityThe jobs you do + where + how fast you comeFixed call-out price. An engineer on the way, day or night.Your price promise + who turns upPhoto: the actual van and engineerYour real van or engineer
On a phone · Reachable at every scroll position, one thumb away (a fixed bar is one way; Design decides).
Call now, an engineer answersCall or book + who answersGet a quoteSecond way inTerms at the action Call-out fee £— · answered 24 h?Call-out fee + when the phone is answeredOn a phone · Moves up: “do you cover me?” is answered before anything else.
Where we workWhere you work, as place namesAreaTownAreaAreaAreaAreaAreaAreaAreaJust outside?What if they’re just outsideOn a phone · Shrinks to one line, detail one tap away.
Registrationno. —Check ↗Insuranceno. —Check ↗Reviewsno. —Check ↗Membershipno. —Check ↗What we doThe jobs you do, as customers say themEmergency leak repairJob + “from” pricefrom £—→Boiler repairfrom £—→Boiler servicefrom £—→Radiators and valves→Bathroom plumbing→PricesWhat it costsEmergency leak repairService as customers name it + what’s included£—Boiler repair£—Boiler service£—Radiators and valves£—Tax Extras UpdatedWhat happens nextWhat happens after they get in touch1You get in touchWhat they do firstwhen cost 2We confirm a timeWhat you do next + how fastwhen cost 3We arriveThe work itselfwhen cost 4Job done, priced as agreedHow it ends + what it costswhen costWho you’ll deal withWho they’ll actually deal withReal photo, consentedName + roleRole · what they do for youWhat this person does for the customerReg. no. —Real photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —What customers sayWhat customers say about thisA real customer’s words + the specific resultName, area · date · where leftName, area · date · where leftName, area · date · where leftCall nowCall + who answersAlways reachable · how it looks is Design’sContact · hours · registration line · privacy -
Advisers, practices and clinics Pages: Home · All services · Service pages · Fees · +4 more/Chartered accountantYour business nameAll servicesFeesPeopleBook or enquireEN · SQGet in touchBook a call + when you’re availableMenuFixed monthly fees for sole traders, landlords and small companiesWho you help + the situation you handleKnow the fee before we talk. Book a free 20-minute call.How your fees work + how to startPhoto: the person you’ll deal withThe person clients will see
On a phone · One “what do you need help with?” list, one tap per need.
What we doThe situations you help withSole tradersClient type or situation + what you dofrom £—→Landlordsfrom £—→Limited companiesfrom £—→Self assessment→Bookkeeping→Get in touchBook a first conversation + with whomCall nowSecond way inTerms at the action Free 20-minute call · fee before you commitWhat the first conversation costs + what happens nextOn a phone · Rises to the first screen: someone worried at 8pm needs hours and the out-of-hours route first.
Open now · closes —:—Mon–Fri—:— to —:—Saturday—:— to —:—Sunday—:— to —:—Holidays and seasons When we’re closedRegistrationno. —Check ↗Insuranceno. —Check ↗Reviewsno. —Check ↗Membershipno. —Check ↗On a phone · Drops below the steps: first “do you handle my situation?”, then who.
Who you’ll deal withWho they’ll actually deal withReal photo, consentedName + roleRole · what they do for youWhat this person does for the customerReg. no. —Real photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —What happens nextWhat happens after they get in touch1You book a free 20-minute callWhat they do firstwhen cost 2We agree the fee in writingWhat you do next + how fastwhen cost 3You send us your paperworkThe work itselfwhen cost 4We file it and send you a copyHow it ends + what it costswhen costWhat customers sayWhat customers say about thisA real customer’s words + the specific resultName, area · date · where leftName, area · date · where leftName, area · date · where leftFind usHow to find youStreet address, as textLandmarkA landmark people recognize Parking, transport, access Open in maps ↗Map link (not an embed)Get in touchBook a call + when you’re availableAlways reachable · how it looks is Design’sContact · hours · registration line · privacy -
Shops, cafés and venues Pages: Home · Menu or price list · Locations · Book or order/Café & wine barYour business nameMenu or price listBook or orderEN · SQMenuCafé by day. Small plates and wine at night.What you serve + whenBreakfast and lunch from early; book a table for the evening.What to come in for + how to book or orderPhoto: the room, as it isThe room or the food, as it is
On a phone · First screen: open now, the action and the address. Most venue visits start on a phone, nearby.
Open now · closes —:—Mon–Fri—:— to —:—Saturday—:— to —:—Sunday—:— to —:—Holidays and seasons When we’re closedGet directionsBook or order + for whenCall nowSecond way inTerms at the action Deposit for groups? · open until —:—Deposit, group size or order cut-offOn todayWhat’s on today, with the dateToday, —BreakfastDish or item + price£—Lunch£—Evening small plates£—On a phone · The address opens the map app: link it, don’t embed a map (NN/g).
Find usHow to find youStreet address, as textLandmarkA landmark people recognize Parking, transport, access Open in maps ↗Map link (not an embed)PricesYour menu or price listBreakfastDish or service + price + allergens£—Lunch£—Evening small plates£—Wine£—Tax Extras UpdatedWho you’ll deal withWho they’ll actually deal withReal photo, consentedName + roleRole · what they do for youWhat this person does for the customerReg. no. —Real photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —What customers sayWhat customers say about thisA real customer’s words + the specific resultName, area · date · where leftName, area · date · where leftName, area · date · where leftContact · hours · registration line · privacy -
Listings, rooms and tours Pages: Home · Item pages · All items · Enquire or book/Village estate agentYour business nameAll itemsEnquire or bookEN · SQMenuHomes for sale across the villages we coverWhat you have + whereProper photos and floor plans for every home. Selling? Book a valuation.What every listing includes + your second pathPhoto of this home (not a render)A real photo of one listing
On a phone · One column, the deciding fact (price, dates) under each title.
Available nowWhat’s available nowPhoto of this home (not a render)Three-bedroom cottageItem + deciding fact + priceBeds · tenureThe fact people compare£— · statusPhoto of this home (not a render)Two-bedroom terraceBeds · tenure£— · statusPhoto of this home (not a render)Four-bedroom detachedBeds · tenure£— · statusPhoto of this home (not a render)Barn conversionBeds · tenure£— · statusPhoto of this home (not a render)One-bedroom flatBeds · tenure£— · statusPhoto of this home (not a render)Bungalow with gardenBeds · tenure£— · statusOn a phone · Folds into one “Filter (3)” control; the list stays first.
PriceWhat people decide by ▾Size ▾Type ▾Area ▾Dates ▾Filter (3)Map ↔ ListGet in touchArrange a viewing or book + how fast you replyCall nowSecond way inTerms at the action Viewing in person or video · reply within —Reply time + in person or by videoRegistrationno. —Check ↗Insuranceno. —Check ↗Reviewsno. —Check ↗Membershipno. —Check ↗What customers sayWhat customers say about thisA real customer’s words + the specific resultName, area · date · where leftName, area · date · where leftName, area · date · where leftContact · hours · registration line · privacy -
Portfolio, for a person or a firm Pages: Home · Project pages · Studio and people · Start a project/Architecture & interiors studioYour business nameStudio and peopleStart a projectEN · SQMenuResidential towers, hotels and restaurant interiorsThe work you do + for whomWork we have delivered, and what we did on each.What you’re known for + how a project startsPhoto of the finished work (credit)Your finished work, credited
On a phone · One column, caption under each image, not over it.
Available nowSelected workPhoto of the finished work (credit)Residential towerProject + client type + yearType · year · statusThe fact people compare£— · statusPhoto of the finished work (credit)City hotelType · year · status£— · statusPhoto of the finished work (credit)Restaurant interiorType · year · status£— · statusPhoto of the finished work (credit)Apartment fit-outType · year · status£— · statusPhoto of the finished work (credit)Boutique hotelType · year · status£— · statusPhoto of the finished work (credit)Office lobbyType · year · status£— · statusPriceWhat people decide by ▾Size ▾Type ▾Area ▾Dates ▾Filter (3)Map ↔ ListWhat we doWhat you take onResidentialType of project + your rolefrom £—→Hotels and restaurantsfrom £—→Interiorsfrom £—→Registrationno. —Check ↗Insuranceno. —Check ↗Reviewsno. —Check ↗Membershipno. —Check ↗On a phone · Also in the header: a long scroll of work shouldn’t bury it.
Get in touchStart a project + the first stepSee the workSecond way inTerms at the action Site visit or call · reply within —What the first step costs + when you replyContact · hours · registration line · privacy -
Software product Pages: Homepage · Pricing · Customer stories/PaywellProduct nameMenuInvoices that chase late payments for youWhat the product does + for whomFor freelancers and small studios. Send an invoice in a minute; we send the reminders.The result they get + the doubt you removeProduct, actually workingThe product, actually working
On a phone · Directly under the proposition; proof and pricing follow.
StartStart, join the waitlist or talk to salesTerms at the action Access: available, waitlist or sales · no card?Free or paid + card needed or not + how to cancelPricesPlans + what each includesPlan onePlan + who it’s for + price£—Plan two£—Plan three£—Tax Extras UpdatedWhat happens nextWhat happens after they get in touch1Sign up with your emailWhat they do firstwhen cost 2Add your first clientWhat you do next + how fastwhen cost 3Send an invoiceThe work itselfwhen cost 4Pick a plan when you’re readyHow it ends + what it costswhen costRegistrationno. —Check ↗Insuranceno. —Check ↗Reviewsno. —Check ↗Membershipno. —Check ↗Questions people askQuestions people actually askReal customer objection + direct answer++++The next step for someone who’s convincedStartSpecific action + clear next stepContact · hours · registration line · privacy
Don’t see your type of website? Explore similar blueprints or suggest one.
Page layouts
The pages most websites need, and how to lay out each one. Each blueprint uses several of them.
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Service page “Do you do exactly this, what will it cost, and what happens if I go ahead?”/Family plumbing & heatingMenuServiceBoiler repair£— or from £— · Who it’s for ·What it costsBoiler repair, fixed price£—What’s included£—Extras, if any£—Tax Extras UpdatedWhat happens next1You get in touchwhen cost 2We confirm a timewhen cost 3We arrivewhen cost 4Job done, priced as agreedwhen costWho you’ll deal withReal photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —Registrationno. —Check ↗Insuranceno. —Check ↗Reviewsno. —Check ↗Membershipno. —Check ↗What customers sayName, area · date · where leftName, area · date · where leftName, area · date · where leftQuestions people ask++++Call nowGet a quoteTerms at the action Call-out fee £— · answered 24 h?Contact · hours · registration line · privacy
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Prices page “What will it cost me, and what’s included?”/Family plumbing & heatingMenuPricesEmergency leak repair£—Boiler repair£—Boiler service£—Radiators and valves£—Tax Extras UpdatedOn todayToday, —Emergency leak repair£—Boiler repair£—Boiler service£—Questions people ask++++Call nowGet a quoteTerms at the action Call-out fee £— · answered 24 h?Contact · hours · registration line · privacy
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Team and person pages “Who will I actually deal with, and can I check them?”/Chartered accountantMenuWho you’ll deal withReal photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —Registrationno. —Check ↗Insuranceno. —Check ↗Reviewsno. —Check ↗Membershipno. —Check ↗Get in touchCall nowTerms at the action Free 20-minute call · fee before you commitContact · hours · registration line · privacy
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Case study or project page “Have they done something like mine, and how did it go?”/Architecture & interiors studioMenuItemResidential tower£— or from £— · Type · year · status ·Photo of the finished work (credit)Caption · creditWhat we didOur roleScopeCollaboratorsPhotographyWhat happens next1You get in touchwhen cost 2We confirm a timewhen cost 3We arrivewhen cost 4Job done, priced as agreedwhen costWhat changed—Measured how, when, by whomWhat customers sayName, area · date · where leftName, area · date · where leftName, area · date · where leftGet in touchContact · hours · registration line · privacy
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Item page “Is this the one, and how do I get it?”/Village estate agentMenuItemThree-bedroom cottage£— or from £— · Beds · tenure ·Photo of this home (not a render)Caption · creditThe factsSizeTenureSpecificationConditionIncludedDocumentsFloor plan or spec sheet (HTML first) ↗Your datesPrice for these dates£—Deposit and cancellationBook these datesFind usStreet address, as textLandmark Parking, transport, access Open in maps ↗Map link (not an embed)What happens next1You get in touchwhen cost 2We confirm a timewhen cost 3We arrivewhen cost 4Job done, priced as agreedwhen costGet in touchCall nowTerms at the action Viewing in person or video · reply within —Contact · hours · registration line · privacy
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Location page “Is this branch near me, open now, and does it do what I need?”/Café & wine barMenuOpen now · closes —:—Mon–Fri—:— to —:—Saturday—:— to —:—Sunday—:— to —:—Holidays and seasons When we’re closedFind usStreet address, as textLandmark Parking, transport, access Open in maps ↗Map link (not an embed)What we doBreakfastfrom £—→Lunchfrom £—→Evening small platesfrom £—→Wine→Who you’ll deal withReal photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —Real photo, consentedRole · what they do for youReg. no. —Get directionsCall nowTerms at the action Deposit for groups? · open until —:—Contact · hours · registration line · privacy
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Enquiry, quote or booking page “How do I ask, and what happens after I do?”/Family plumbing & heatingMenuTell us what you needNamePhone or emailWhat’s the job?Add photos (optional)What happens to your details SendWhat happens next1You get in touchwhen cost 2We confirm a timewhen cost 3We arrivewhen cost 4Job done, priced as agreedwhen costCall nowGet a quoteTerms at the action Call-out fee £— · answered 24 h?SentReference—What happens next, and whenNeed us sooner?Contact · hours · registration line · privacy