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How to arrange content on a webpage so it's engaging and converts?
This question came from a Tilda user. We invited an expert to answer it, so the advice would be genuinely useful.
Kate asks...
I have a problem: I want to create a website, but I have too much content. How do I decide what to include and where to put it?
Roxanne Sotnikoff answers:
Head of Editorial at Tilda Education
First of all, having too much content isn't really a problem — having none is :)

That said, "too much content" is usually a prioritization problem, not a content problem.

But don't start with the content you have — start with the goal of each page or section. Most commercial websites have one main purpose: Selling products or services. Everything else—the blog, About page, FAQ, etc.—should support that goal, not compete with it.
It can't be stressed enough: A website can't answer every question or serve everyone. Once you've defined your goal, build the structure first, then fill it with relevant content, always with your primary audience and their pain points in mind. That way, every page serves your strategic goals.

When deciding whether to include a piece of content on your website, ask yourself one simple question: Does it move visitors closer to making a purchase or submitting an inquiry? If yes, keep it. If not, cut it or move it elsewhere. It may sound difficult at first, but it gets easier with practice.

Here's a simple example: If you're an eco-friendly brand and sustainability is one of your core values, sharing your production process in detail can help prove that claim. For customers who share those values, this kind of content builds trust and reinforces your brand promise.

If it's still rather confusing, don't worry — there are several widely used website structures, so you don't have to reinvent the wheel.

Let's use a typical landing page as an example.
  1. Start with the Hero Section — the first thing visitors see and the most important part of your landing page. It should clearly communicate what you offer, who it's for, and include a strong call-to-action so visitors know exactly what to do next.
  2. Next, introduce yourself or your company. Keep it concise — people don't need your full story right away. A few sentences about who you are, what you do, and why you're qualified are usually enough to establish credibility.
  3. In the third section, introduce your main products or services. You can start with a short description of what makes your approach different and why customers should choose you over competitors. Focus on the value you provide rather than simply listing features. Note that introducing pricing too early can make people compare costs before they understand the benefits, so make sure visitors undesrtand the value you provide first.
  4. After pricing, offer a low-commitment next step. A free consultation, cost estimate, demo, or help choosing the right option reduces friction and shows you're willing to help before asking for a purchase.
  5. The next sections should build trust and answer remaining questions. Include testimonials, case studies, certifications, or a clear overview of your process to remove doubts and reassure potential customers.
  6. Introduce your team, if relevant. People prefer buying from people, not faceless companies. Showing the people behind your business makes your brand feel more approachable and trustworthy.
  7. Finish with an FAQ and contact section. Answer common objections, provide clear contact details, and repeat your call to action. By the end of the page, visitors should have everything they need to make a decision or get in touch.
  8. If some sections are content-heavy, consider repeating CTA buttons after longer blocks so visitors can take action without having to scroll back.

Don't be afraid to use a typical landing page structure. It's common for a reason: Proven layouts work well across industries and help visitors navigate easily and understand the next step.

Here are a few more specific recommendations that may be helpful if this is your first website.
• It may be tempting, but don't add a call-to-action button to every block. Place them strategically—for example, every other section—to avoid making the website feel too pushy.
• Remember that different websites require different structures. An online store, for example, will differ from a photographer’s portfolio. Study strong examples, adapt proven approaches, and learn from weaker ones to avoid common mistakes.
• Once you've built your website, ask people to test it and see if they can easily understand what it’s about and what to do next.
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