As a website strategist specializing in supporting bookkeepers, I often emphasize the importance of visual hierarchy in website design. The F and Z patterns are two of the most effective layout patterns to achieve this. In this article, I’ll explain how you can use them to improve your bookkeeping website.
The F Pattern: Ideal for Text-Heavy Pages
The F pattern layout is the natural reading pattern of users who typically read from left to right and top to bottom. When users browse a website, their eye movement often resembles the shape of the letter ‘F.’ This pattern is particularly effective for text-heavy pages like blog posts, articles, or service descriptions.
Key Elements of the F Pattern:
- Horizontal Lines at the Top: The top of the page should have your main navigation bar, an attention-grabbing headline, and a clear call-to-action (CTA). The top of the page is where users start their scanning process.
- Subheadings: As the user moves down the page, having clear and concise subheadings can guide them through your content. These subheadings should align with the second horizontal line in the ‘F’ pattern.
- Vertical Left Side: The left side of the page is crucial in the F pattern. Users often scan this area for information that’s relevant to them. Bullet points, numbered lists, or short paragraphs can be effective here.
The Z Pattern: Best for Simple or Landing Pages
The Z pattern is a dynamic layout ideal for more straightforward pages or landing pages with less text and more visual elements. This pattern imitates the movement of the human eye when scanning simpler, less dense pages – moving in a zigzag pattern resembling the letter ‘Z.’
Key Elements of the Z Pattern:
- Start at the Top-Left: Begin with your logo, where the viewer’s eye naturally starts.
- Diagonal Line Across the Page: The viewer’s eye moves diagonally across the page, making this an ideal place for a striking visual or a unique selling proposition, leading the viewer towards the top-right area of the page.
- Top-Right to Bottom-Left: The next point of focus is usually a feature or element in the bottom-left area, like an introductory paragraph or an image.
- Ending at Bottom-Right: The journey ends at the bottom-right, where you should place your call to action. Your call to action could be a contact form, a downloadable resource, or a booking button.
Applying These Patterns to Your Bookkeeping Website
Understanding these patterns is the first step. The next step is to apply them to your website. For service pages or blog articles, the F pattern can help organize content in a way that’s intuitive for your visitors. For your homepage or promotional landing pages, the Z pattern can guide users through a journey, ending with a compelling call to action.
Remember, the goal is to make information easily accessible and engaging. Using these patterns, you can create a professional website that effectively guides potential clients through your services, ultimately leading to booked calls.
Implementing these design patterns can transform your website from a virtual business card to a powerful marketing tool. When you’re ready to get booked calls from your bookkeeping website, feel free to book a website diagnostic review for a customized action plan you can implement right away.
