Introduction
This guide helps you build web pages that generate measurable results. The idea is simple: alignwhat you want to achieve (business objective) withwhat the person is looking for (intention), then return iteasy to understand and use (structure, UX) andeasy to find (SEO, AI visibility).
Things to remember
A high-performance page = clear objective + user intent + structure + measurement.
1. Define clear objectives and metrics
Why it matters: without an objective, it's impossible to know if the page is working.
Before writing, ask yourself two questions:
What action do I want to trigger? (quote request, registration, purchase, appointment booking, download)
How do I measure success? (conversion rate, button clicks, forms sent, calls, time on page)
Examples of frequent objectives
Sell product page, payment page.
Generate leads contact form, newsletter subscription.
Informer article, guide, FAQ.
Reassure about us" page, testimonials, case studies.
Use theSMART (specific, measurable, achievable, relevant, dated).
Example: "Increase quote requests by 25% in 3 months »
Things to remember
One page =a main objective.
Define1 to 3 KPIs maximum.
2. Understanding user intent
Why it matters: if the page doesn't answer the actual question, it doesn't convert.
We often distinguish 4 intentions:
Type of intention | What the person is looking for | Example | Adapted content |
|---|---|---|---|
Informational | Understanding, learning | "How to repair a water leak?" | Guide, article, FAQ |
Navigation | Find a brand, a specific page | "Facebook connection | Clear navigation, easy to find page |
Transactional | Act now | " Emergency plumber Brussels " | Clear offer, visible CTA, proof (notices) |
Commercial | Compare before you decide | "Best CRM for SMEs | Comparisons, case studies, demos |
Look at the type of pages Google displays first (a good indication of the expected format).
If you see mostly articles and FAQ → intend insteadinformational.
If you see product pages, service pages, "quote" pages → intend instead totransactional.
If you see comparisons, "top 10" lists, tests → intention insteadcommercial.
A simple example:
"best CRM software" → comparatives + reviews → intentioncommercial.
" CRM software prices " → price list pages → intentiontransactional.
Things to remember
Intention dictates format: a comparison is not like an appointment booking page.
3. Page structure and visual hierarchy
Why it's important: a good structure allows you to "scan" the page quickly and effortlessly.
Titles (H1, H2, H3)
H1 only one per page (the main subject).
H2 : large sections.
H3 sub-sections.
Example: H1 "Emergency plumber in Paris" → H2 "Emergency services" → H3 "Water leak".
Reading patterns
Z-reading simple landing pages. Key elements must follow the eye's path.
Reading in F longer pages (articles). Important information should be top left.
Spacing and grouping
Ventilate white space reduces fatigue.
Group what goes together must be close.
Prioritize the bigger and more contrasting it is, the more important it is perceived to be.
Things to remember
A clear structure increases understanding and reduces drop-outs.
4. Content and UX: making the action obvious
Contenu
Set the value right away key information in the first ~100 words.
Self-explanatory titles a title should make it easy to understand the section without reading the paragraph.
Lists the following features make for easy reading.
Short paragraphs 3 to 4 sentences max.
CTA clairs request a quote", "Book a demo", "Download the guide".
A simple example:
Instead of : "Discover our services
Prefer: "Request a quote in 2 minutes"
Interface (UI)
Contrasting, easy-to-read, clickable CTA buttons.
Navigation simple.
Short forms (minimum number of fields).
Useful visuals (explaining, proving, reassuring).
Mobile-first (indispensable)
First designed for mobile, then adapted for desktop.
Ideal loading time: less than 3 seconds.
Easy-to-click CTA.
Things to remember
The simpler and more reassuring the action, the higher the conversion rate.
5. SEO: being found at the right time
Balises meta
Title (approx. 50-60 characters) with the main keyword.
Example: "Emergency plumber in Paris | 24/7 intervention"
Meta description (approx. 155 to 160 characters): clear promise + incentive.
Example: "Need a plumber in Paris? Quick response 24 hours a day. Free estimate."
URLs
Short and readable:
/service/villerather than/page123.Consistent throughout the site.
Structured data (schema)
They help search engines and AIs understand content.
LocalBusiness (local businesses)
Product (product, price, review)
FAQ (questions/answers)
Article / BlogPosting
HowTo (step-by-step)
Note: Numinam takes care of this technical part.
SEO on-page (bases)
Keyword present in H1 and beginning of text, without force.
Internal links to useful pages.
Descriptive alt text on images.
Unique content.
Things to remember
SEO is all about :good topic + good structure + clarity + clean technical signals.
6. Geolocation and AI visibility in 2026
Fundamental change
In 2026, discovery will increasingly involve AI assistants (ChatGPT, Claude, Gemini, Perplexity) and enriched Google results.
The aim is not just to "rank well", but also tobe a source that the AI cites when answering a question.
Things to remember
Visibility isn't just a question of Google: you also have to be "quotable" by AIs.
The rule: E-E-A-T
Quality framework often used to assess credibility:
Pilier | Simple definition | Example |
|---|---|---|
Experience | Real-life field experience | A plumber describes real-life cases, not generic text |
Expertise | In-depth mastery | A guide covering all the important issues |
Authoritativeness | External recognition | Quotes, press, partnerships, inbound links |
Trustworthiness | Trust and transparency | Identified author, sources, secure site, no vague promises |
Things to remember
To be quoted, you have to inspire confidence: author, proof, transparency.
6.1 Three priorities to appear in IA responses
1) Question-and-answer content
AIs "love" Q&A formats because they resemble a conversation.
Add a FAQ.
Formulate questions the way people ask them.
Answer simply, with concrete details.
Example (plumber):
❌ "Emergency interventions available"
✅ "How quickly do you respond to water leaks?"
"In general, under 30 minutes in inner Paris, 45 minutes in the inner suburbs."
Things to remember
A well-written FAQ serves both visitors and AIs.
2) Structured data (schema)
AIs and Google read structured information first.
To be considered according to context:
LocalBusiness
FAQPage
AggregateRating / Review (if you have reviews)
Article / BlogPosting
Useful tool: Google Structured Data Markup Helper (schema.org)
Note: Numinam takes care of this technical part.
Things to remember
The schema is a "machine-readable format" that helps to be understood (and sometimes better displayed).
3) Google Business Profile (local)
For local businesses, the Google profile is often a major lever.
Simple best practices :
Regular updates (photos, schedules, services).
Encourage feedback.
Reply to notices.
Things to remember
Locally, an active and complete Google profile increases trust and visibility.
6.2 Adapting content to the AI platform
Each platform has its own preferences. Without going into too much detail, the common denominator is :clarity, context, sources, updating.
Platform | What it often values | Simple tactics |
|---|---|---|
ChatGPT | Clear context, identifiable sources | Well-structured pages, evidence, case studies |
Claude | Depth and logic | Comprehensive guides, step-by-step instructions |
Gemini (Google) | Alignment with Google standards | Clean schema + solid technical SEO |
Perplexity | Factual, recent | Updated content, explicit dates |
Things to remember
Update and document: AIs like reliable, up-to-date content.
6.3 Geolocation: local pages that cannot be duplicated and pasted
For a local company :
A dedicated page for each relevant area.
Really specific content (not a list of cities).
Local references (neighborhoods, landmarks).
Testimonials or cases in the area.
Example (cleaning in Brussels):
"Commercial cleaning in Brussels-City (Ixelles, Sablon...)
"Commercial cleaning in Uccle (references specific to Uccle)
Things to remember
A local page should prove that you know the area, not just list it.
6.4 Create content that AIs want to quote
The AIs especially mention :
Complete answers.
Original data (when available).
Sourced information.
Real-life cases (customer examples).
Example (real-life case) :
"A B2B customer increased his demo requests by 18% in 6 weeks after simplifying the form (from 8 fields to 3)."
Things to remember
Examples and proofs make your content more credible (and more "quotable").
6.5 Practical checklist (before publication)
Objective and measurement
[ ] Main objective defined
[ ] 1 to 3 defined KPIs
Contenu
[ ] User intent covered
[ ] Clear value proposition from the outset
[ ] Self-explanatory titles
[ ] main CTA visible
[FAQ (if applicable)
UX
[ ] Mobile-friendly
[ ] Simple form
[ ] Clear navigation
SEO
[ ] Title and meta description
[ ] H1 unique
[ ] Internal links
[ ] Images with alt text
Local / AI (if applicable)
[ ] Google Business Profile update
[ ] Relevant structured data
[ ] Trust signals: author, proof, transparency
Things to remember
Use the checklist as a quality control tool: if you tick off the essentials, you limit errors.
Conclusion
A high-performance web page in 2026 depends on alignment between :
Votre objectif business.
The user's intention.
Clear structure and simple UX.
A solid SEO foundation.
Trust signals (and, if relevant, a suitable approach to discovery via AI).
Key message: measure, learn, improve. A good page is rarely perfect the first time.