shape your site1. Find the promise
Read the first screen without scrolling. Can you describe who the product is for and what it helps them do? A headline does not have to explain every feature, but it should establish a direction. If the visual is doing most of that work, consider whether the same message survives on a small screen or when the animation stops.
2. Trace the visual hierarchy
Notice where your eye goes first, second, and third. Size, contrast, spacing, and alignment all establish priorities. The strongest hierarchy often comes from restraint: one primary message, a clear supporting detail, and an obvious action. If every element demands attention, the reader has to assemble the order themselves.
3. Follow the argument
Scroll slowly and write down the job of each section. A product introduction might lead to evidence, then a use case, then an answer to a common concern. Look for the relationship between adjacent sections. The useful reference is not simply a attractive feature grid; it is the reason that grid appears at that point in the story.
4. Test the path
Try the primary action, the navigation, and any filters or forms you can access. Can you predict what will happen before you click? Do selected states remain obvious? Does the interface explain errors in a way that helps you recover? A design can photograph beautifully while making these everyday interactions difficult.
5. Write a transferable observation
Replace “I like this site” with one sentence you could apply elsewhere. For example: “The feature section uses one real product task to introduce three capabilities.” This gives you a principle to adapt rather than a layout to duplicate. Save the original link alongside that observation so your future self can revisit the context.