Design systems and design.md
Choosing website components that fit the business
Choose website components by the reader's task, the business evidence available, and the action each section must support.
By John McKeown · Updated 2026-09-21
On this page
- Start with the decision the page must support
- Match each component to real content
- Choose the hero from the offer, not the template
- Use hierarchy to decide what appears first
- Keep the design system narrow enough to guide decisions
- Test the component with the content it will carry
- A quick component brief for an AI agent
Start with the decision the page must support
A website component is useful when it helps a specific reader understand, compare, trust, or act. Start by naming the page's job and the decision a visitor must make. A local electrician's service page may need to confirm location, available work, response times, qualifications, and the fastest way to request a quote. A software pricing page may need to make plans comparable and explain what happens after signup. These pages should not receive the same stack of sections simply because both need a modern website.
Match each component to real content
List the content the business can prove before choosing the layout. Customer quotes can support a testimonial section when the quotes are genuine and attributed with permission. Measured outcomes can support a results block when the numbers have a source and context. A product comparison needs meaningful differences between options. If the business has none of that material, the component will invite invented copy or empty claims. Choose a simpler structure that presents the offer, process, qualifications, and next action honestly.
- Use a comparison table when readers must compare stable options across the same attributes.
- Use a step sequence when the order changes what the customer must do or expect.
- Use a gallery when the work itself is evidence and each image can be explained.
- Use an FAQ when real questions block a decision, not as a place to hide important sales information.
Choose the hero from the offer, not the template
The opening section should help the right visitor identify the offer and take the next sensible step. A product with a visible interface may benefit from a clear screenshot beside concise positioning. A consultant may need a specific promise, a narrow audience, and one proof point. A restaurant may need location, opening status, booking, and food photography. Do not force a dashboard mockup, portrait, or abstract generated image into every hero. The component should carry the most useful evidence available at that point in the page.
Use hierarchy to decide what appears first
Page order should follow the questions a serious visitor needs answered. Identify the offer, establish fit, supply proof, explain the commitment, and make the action clear. The order may change when risk is high or the product is unfamiliar. A medical service may need qualifications and safety information early. A low-cost app may let visitors try the product before reading a long explanation. Write the questions down, then place the components where their answers are needed. This gives an AI agent a reason for the sequence instead of a list of fashionable blocks.
Keep the design system narrow enough to guide decisions
A useful design system gives the agent approved choices for type, colour, spacing, buttons, cards, media, forms, and page width. It should also explain when a component belongs. For example, a primary button may be reserved for the main page action, while a quiet text link handles supporting routes. A testimonial may require a named source and permission. These rules reduce random variation across pages. They also make absence a valid decision. If no approved component fits the content, the agent should explain the gap rather than invent another card style.
Test the component with the content it will carry
A component can look balanced with placeholder text and fail with the real heading, price, image, or legal note. Put the longest realistic content into the design. Check it at phone width. Use the actual image crop and confirm that the important subject remains visible. Try the form with validation errors and a success message. Follow every main action. This catches problems that a static component gallery cannot show, including clipped labels, uneven comparisons, weak reading order, and an action that disappears after a long section.
A quick component brief for an AI agent
For each proposed section, give the agent four facts: the reader question, the evidence available, the action supported, and the constraint that must survive. A pricing comparison might answer 'which plan fits a team of five?', use the approved plan limits, link to signup, and keep every price unchanged. Ask the agent to remove any section that lacks a job or truthful content. Review the finished page by tracing one visitor's decision through it. If two neighbouring components answer the same question, combine them. If an important question has no answer, add the missing content before adding decoration.