True Measure / Planning
What should people do on your website?
Choose a useful visitor task before choosing the button.
An original True Measure illustration
One example: make the action specific.
Purpose in every layer
A clear idea.
A clear next step.
Say what matters. Show the way.
Give every element a reason to be here.
- A clear message
- Room to focus
- One next step
04 / CLARIFY
Put it back together with intention: a specific message, supporting imagery, room to focus and a next step that tells people where they are going.
The static illustration shows the complete idea. Optional motion controls appear when supported.
Choose one useful action for the visitor you most need to help. Then give that person enough information to take it. Other actions can remain available.
Start with the person and the task
“We need a better website” can mean several things. Someone might need to find opening hours, understand a service, check whether an event is suitable or ask about a project. Those needs lead to different content decisions.
Try this sentence: “A person who needs ___ should be able to ___ after finding out ___.” Choose an action that fits how you actually operate. Do not add a booking, payment or registration promise just because another website has one.
Answer the questions that come before the action
List what someone needs to know before acting. Who is the offer for? What is included, and what falls outside it? Is there a stated price or a project enquiry? What happens when someone chooses the link?
Keep the answers specific to the actual service or activity. An email link should not look like a confirmed booking or completed purchase. If the next step leaves your website, name the destination.
Try the journey without giving directions
Give another person the task sentence rather than telling them where to click. Ask what they think is offered and what they would do next. Notice where they hesitate or ask for information the page has not provided.
This small exercise can reveal an unclear label or missing detail. It is not a complete usability or accessibility assessment. Keyboard operation, reading, loading and other tasks still need their own checks.
A fictional community workshop
The page explains the workshop, gives the date and location, and says who to email with questions. Its action is “Ask about attending.” The organization’s background is still available, but visitors do not need to read its whole history to find the practical details.
This is a planning example, not a claim that email is right for every organization or that the arrangement increases enquiries.
Try this before your next conversation
- Finish the sentence: “A person looking for ___ should be able to ___.”
- List what the person needs to know before taking that step.
- Follow the link yourself and check that its label describes what happens.
A clear action cannot compensate for an inaccurate offer or a broken destination. This exercise starts a review of one journey.
Further reading
- MDN: What will your website look like? — Further reading on planning a site and gathering content. Our examples and practical advice are original.
- W3C WAI: Easy Checks — An introduction to some accessibility checks, not a comprehensive evaluation.
Put it into practice
Use the companion worksheet. Read here or print; no signup.