Webpage structure and anatomy guide for web admins
Introduction
Creating an effective webpage is essential for user engagement, SEO, and brand consistency. This guide outlines the key elements of a webpage structure, offering dos and don’ts for website administrators. By following these practices, admins can optimise pages for both user experience and search engine ranking. Real-life examples from CMTG brands—Beran (industrial) and Helitune (aerospace)—will be referenced throughout for practical understanding.
1. Titles
Do: Craft clear and concise titles that accurately reflect the content.
Example (Beran): A title like "PlantProtech Vision Software: Enhancing Operational Efficiency" works well for a page about Beran's engineering software. This tells users exactly what the page is about, including the product name and its purpose.
Example (Helitune): For a page about Helitune’s rotor track and balance (RTB) solutions, a title like "Precision rotor track and balance solutions for helicopters" clearly reflects the focus on helicopter RTB systems, enhancing flight safety and performance.
Do: Include relevant keywords naturally in titles.
Example (Beran): A page about Beran’s industrial automation might use a title like "Industrial automation solutions for power stations" to target key terms like "industrial automation" and "power stations."
Example (Helitune): A page on Helitune’s RTB systems for helicopters might include keywords like "rotor track and balance" and "helicopters" in the title: "Helitune RTB solutions for helicopter performance and safety."
Don’t: Use misleading titles that do not align with the page content.
Example (Beran): Avoid titles like "Helitune's latest software update" if the page is about Beran’s software solutions for industrial automation.
Example (Helitune): Avoid titles like "Helitune’s latest turbine testing update" if the page is about RTB solutions for helicopters—this would confuse both users and search engines.
2. Meta descriptions
Do: Write informative meta descriptions that summarise the page content.
Example (Beran): For a page about Beran’s software, the meta description could be: "Learn about Beran's PlantProtech Vision software, designed to improve operational efficiency in industrial settings."
Example (Helitune): For a page about Helitune’s rotor track and balance solutions, the meta description could be: "Explore Helitune's RTB systems, offering precision management for rotor track and balance on helicopters to enhance flight safety and performance."
Do: Include essential keywords for SEO.
Example (Beran): For a page about Beran’s software, include keywords like "operational efficiency" and "industrial software" in the meta description: "Discover Beran’s PlantProtech Vision software, helping improve operational efficiency and productivity in industrial environments."
Example (Helitune): For a page on Helitune’s RTB services, integrate keywords like "rotor track and balance" and "helicopters": "Helitune provides advanced rotor track and balance solutions for helicopters, improving flight safety and operational performance."
Don’t: Use generic or irrelevant meta descriptions.
Example (Beran): Avoid something like "Welcome to our page" as a meta description. This doesn’t provide any useful information for search engines or users.
Example (Helitune): Avoid something like "Helitune’s latest products" as a meta description when the page is focused on RTB services. This doesn’t give enough detail about what the page is actually about and won’t help with search visibility.
3. Heading tags (H1, H2, H3, etc.)
Do: Use heading tags to structure content hierarchically.
Example (Beran): For a product page on Beran’s software, use H1 for the main product title:
H1: "PlantProtech Vision Software"
H2: "Key features"
H3: "Real-time data monitoring"
This helps users and search engines understand the hierarchy and relevance of each section.
Do: Incorporate keywords naturally in heading tags.
Example (Helitune): An H2 heading on a Helitune page could be "Precision rotor track and balance for helicopter applications," directly incorporating the relevant keyword while also reflecting the content accurately.
Don’t: Overuse or misuse heading tags. Maintain a logical hierarchy.
Example (Beran): Don’t use H1 for every section of the page or randomly place H3 tags. If the page title is H1, use H2 for major sections, and H3 for subsections under those.
4. Content optimisation
Do: Create high-quality, relevant, and engaging content.
Example (Helitune): On the Helitune page discussing rotor track and balance (RTB) solutions, include detailed technical explanations, case studies, and client testimonials to provide value to the user.
Do: Naturally integrate keywords within the content.
Example (Beran): A page for Beran’s industrial solutions might use terms like "industrial automation" and "efficiency improvement" seamlessly within the text.
Don’t: Engage in keyword stuffing; prioritise readability.
Example (Helitune): Avoid stuffing a paragraph with "rotor track and balance" over and over, as it can make the content sound unnatural and will negatively impact SEO.
5. Keyword placement
Do: Place keywords in prominent positions, such as the first paragraph.
Example (Beran): For a page about Beran’s engineering consultancy services, begin the first paragraph with: "Beran provides expert engineering consultancy services tailored to industrial automation."
Do: Use keywords in subheadings and throughout the content.
Example (Helitune): If you’re writing about Helitune’s rotor track and balance solutions, use relevant keywords like "precision RTB solutions" and "helicopter applications" in subheadings, such as: "Precision rotor track and balance for helicopters."
Don’t: Force keywords unnaturally; maintain a natural flow.
Example (Helitune): Don’t force the keyword "rotor track and balance" into every sentence. Instead, use it when relevant and let the content flow naturally.
6. Image tagging
Do: Use descriptive file names for images.
Example (Helitune): Instead of "image1.jpg," name the file "Helitune-RTB-Equipment.jpg" to help search engines understand the context of the image.
Do: Include alt text that succinctly describes the image.
Example (Helitune): For an image of RTB equipment in action, use alt text like "Helitune RTB equipment for helicopter performance testing" to provide context for both search engines and users who rely on screen readers.
Don’t: Use generic file names or skip alt text.
Example (Helitune): Avoid using "pic1234.jpg" as it provides no meaningful information. Similarly, don’t leave alt-text blank.
7. Links
Do: Create sensible, relevant links within the content.
Example (Beran): On a page detailing Beran’s industrial automation services, link to other pages that explain the software’s capabilities in more detail, such as a dedicated "Features" or "Case Studies" page.
Do: Use anchor text that provides context for the linked page.
Example (Helitune): Instead of "click here," use descriptive anchor text like "Learn more about our rotor track and balance solutions for helicopters."
Don’t: Overlink or use vague anchor text.
Example (Beran): Avoid overlinking every keyword or using ambiguous terms like "read more" or "click here."
8. Internal links
Do: Incorporate internal links to relevant pages.
Example (Beran): When discussing the features of Beran’s software, link to other pages that explain the software’s capabilities in more detail, such as a dedicated "Features" or "Case Studies" page.
Do: Ensure internal links enhance the user experience.
Example (Helitune): If you mention a service offered by Helitune, linking to a relevant blog post or product page that explains it in detail helps guide users.
Don’t: Overwhelm the content with excessive internal links.
Example (Helitune): Avoid creating long lists of links that distract users from the core content.
9. Page markup (HTML)
Do: Structure the page with appropriate HTML tags.
Example (Helitune): Use <h1> for the main page title, <h2> for section headings, and <p> for paragraphs to ensure clarity in the markup.
10. Calls to action (CTAs)
Do: Include clear and compelling calls to action.
Example (Beran): For a product page, a CTA like "Request a demo" or "Download the brochure" will guide users to the next steps.
Do: Place CTAs in prominent positions on the page.
Example (Helitune): On a page about RTB systems, a CTA like "Get a quote" or "Contact us for more information" should be easily accessible, especially for users interested in purchasing or learning more.
Don’t: Use overly aggressive or vague CTAs.
Example (Helitune): Avoid using CTAs like "Click here" without context, as it can confuse users and fail to encourage action.
11. Accessibility considerations
Do: Ensure all images have descriptive alt text for screen readers.
Example (Beran): For an image of Beran’s software dashboard, use alt text like "Screenshot of Beran’s PlantProtech Vision software dashboard showing real-time data monitoring."
Do: Ensure videos have captions or transcripts where possible for users who are deaf or hard of hearing.
Example (Helitune): For a video demonstrating Helitune’s RTB solutions, include captions or provide a transcript on the page to ensure the content is accessible to a wider audience.
Do: Use clear, simple language wherever possible.
Example (Beran): For Beran’s product pages, avoid jargon and overly technical terms unless they are essential. Aim for clarity and accessibility for all users, including those who may not be familiar with complex technical concepts.
Don’t: Rely solely on colour to convey important information.
Example (Helitune): Avoid using colour alone to differentiate items, such as using a red text link to indicate something important. Instead, combine colour with other markers like underlines or bold text to ensure clarity for users with colour vision deficiencies.
Other tips
Ampersands
Do: Use ampersands (&) only in company names or where space is limited. In general text, it’s better to write out "and."
Example: “Beran and Helitune” is clearer and more accessible than “Beran & Helitune.”
Lists
Do: Use bullet points or numbered lists to break down information and make it easier to read and follow.
Example: Use bullet points to list features or benefits, making it simpler for users to scan key information.
Avoid overuse of capitalisation
Don’t: Use all caps in headings or throughout content as it can be difficult for some users to read.
Example (Helitune): Avoid headings like “WELCOME TO OUR SITE” in favour of “Welcome to our site.”
12. Embedding iFrames
Do: Ensure embedded content is accessible by including proper titles and descriptions for the iframe.
Example (Beran): When embedding an interactive data dashboard, ensure the iframe tag includes a title such as "Interactive Dashboard for Real-Time Data Monitoring" to inform users of the content inside.
Don’t: Embed content that is not mobile-friendly or responsive.
Example (Helitune): Avoid embedding content that requires scrolling horizontally, as it may not be usable on mobile devices.