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Below is a step‑by‑step playbook that covers everything you need to write, design, test, publish, and promote a professional web page—no matter what industry or niche you’re in.

Feel free to copy the tables/templates into your own docs, adapt them for your brand voice, and skip steps that are irrelevant.



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1️⃣ Pre‑Planning: Define Your Page’s Purpose



Question What to Capture


Primary Goal (e.g., lead capture, product demo, informational) "Convert visitors into trial users."


Target Audience (demographics, pain points, motivations) "Tech‑savvy SMB owners 25–45 who struggle with onboarding."


Success Metric (KPIs: CTR, form completions, time on page) "Get ≥ 30% of visitors to fill the CTA form."


Competitive Landscape (what competitors do, gaps you can exploit) Competitors lack a clear pricing table.


Create a 1‑page "Audience & Goal" brief; share it with design and copy teams.



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2️⃣ Design Foundations: Structure → Style → Interactivity



2.1 Content Hierarchy (The Golden Grid)



Element Purpose Typical Weight


Headline Capture attention, state benefit 30–35%


Sub‑headline Expand headline, hint at solution 10–12%


Body Copy Detail features & benefits 40–45%


CTA Drive action (Buy / Sign Up) 15–20%


Supporting Visuals Illustrate value, add warmth 5–7%


Why? The eye naturally follows a left‑to‑right and top‑to‑bottom pattern. Placing the headline first leverages this.




4.2. Color Palette & Contrast




Primary CTA Button: Use a saturated color that contrasts strongly with background (e.g., bright orange on neutral gray). This draws attention.


Secondary Elements: Use muted tones to avoid competing for focus.


Accessibility: Ensure contrast ratio > 4.5:1 per WCAG.




4.3. Typography




Headings: Sans‑serif, bold, 24–30 px; ensures readability and modern look.


Body Text: Serif or sans‑serif at 14–16 px for comfortable reading on screen.


Line Height: 1.5× font size for clarity.




4.4. Image Composition




Rule of Thirds: Place key subject in one of the intersecting points to create visual interest.


Leading Lines: Use architectural elements to draw eye toward focal point (e.g., staircase or rail).


Framing: Utilize surrounding arches or columns as natural frames around subject.




4.5. Lighting Strategy




Soft Diffused Light: Aim for early morning or late afternoon when light is warm and shadows are mild.


Avoid Direct Sun: Position camera to capture indirect illumination that reduces harsh contrasts.


Use of Reflectors/Flags: Employ reflectors to fill in shadows, flags to block unwanted spill.




4.6. Post‑Processing Pipeline



Step Tool Action


1 Lightroom (or Capture One) Import RAW; adjust exposure, contrast, white balance.


2 Lightroom Fine‑tune curves: increase highlights slightly to reveal detail, reduce shadows if needed.


3 Photoshop (optional) Clone‑stamp or heal any minor artifacts.


4 Lightroom Apply local adjustments: dodge/soften edges where necessary.


5 Export Save at 300 dpi; use JPEG with 12–14 bit compression or TIFF for archival.


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Final Checklist




Camera settings match the desired look (ISO, aperture, shutter).


Lens choice: prime vs zoom, focal length.


Lighting: natural vs artificial, color temperature.


Post‑processing: correct exposure, white balance, subtle contrast/clarity adjustments.


Output format: high‑resolution TIFF for archival; JPEG for quick sharing.



Use the table above as a quick reference when setting up your next shot. Feel free to tweak any of the suggested settings based on your specific creative goals or shooting environment!

Gender: Female

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