Jun 01, 2025·8 min
How to Build a Product Website for Non‑Technical Users
Learn how to create a clear, easy product website for non-technical users: messaging, layout, onboarding, pricing, trust signals, and launch tips.
Learn how to create a clear, easy product website for non-technical users: messaging, layout, onboarding, pricing, trust signals, and launch tips.
Before you write a headline or design a layout, get specific about who “non-technical” really is for your product. It’s not a single group—it’s a set of roles with different motivations and worries.
Write down 2–3 primary roles you expect to buy or use the product (for example: office manager, small business owner, HR coordinator, marketing generalist). For each role, capture:
Pick the three most common “jobs” your product helps with. Phrase them as outcomes, not features:
These jobs become your north star for what the page should emphasize.
Decide the single main action the page should drive: start a trial, book a demo, or sign up. If you try to push all three equally, the page feels indecisive—and indecision is hard to trust.
Define what “success” means for this page before you start tweaking copy.
This keeps decisions grounded when you revise copy and design later.
Most non-technical visitors decide whether to keep reading in seconds. Your job is to remove guesswork: say what it is, who it’s for, and what happens after they use it—without requiring them to translate jargon.
Write a single sentence that answers: what it is + the outcome + for whom.
Examples:
If you can’t say it in one sentence, you may still be describing features instead of the result.
Many pages jump straight to verbs (“automate,” “optimize,” “streamline”). Add the noun. People need a category to anchor their understanding.
Try this pattern:
For example: “It’s a customer support inbox that collects messages from email and chat in one place, so customers get answers quicker.”
Outcomes feel real when they’re specific and familiar. Instead of “improves efficiency,” describe a day-in-the-life change.
Add one or two concrete use cases near the top (not buried): “Send a quote, get it approved, and turn it into an invoice in under a minute.”
This builds trust and reduces anxiety about choosing the wrong product.
When visitors feel understood, they’re more likely to keep scrolling—and more confident when they reach your call-to-action.
Most visitors won’t read your product page top to bottom. They’ll skim, look for familiar cues, and decide quickly whether to keep going. A scannable structure helps them find answers in seconds—without needing technical context.
Your hero area should do four jobs immediately:
After the hero, lead with benefits people can recognize from their daily work. Keep each benefit to 2–3 lines:
A short, predictable sequence lowers anxiety:
End with a brief recap of the promise (one or two sentences) and repeat a single primary CTA. This is your “decision moment”—remove extra choices and restate the outcome they’ll get if they click.
If you’re iterating quickly, you can still keep the structure disciplined. For example, teams using Koder.ai often generate a clean React-based landing page from a simple chat prompt, then refine the hero, benefits, and “How it works” steps with a planning mode before shipping changes. Because Koder.ai supports deployment/hosting, custom domains, and source code export, you can move fast early without painting yourself into a corner later.
Non-technical readers aren’t “less informed”—they’re busy. Your job is to reduce translation work so they can quickly decide: “Is this for me, and will it be easy?”
Start by listing your most-used terms (features, acronyms, integrations). For each one, write a plain-English version and use that by default.
If you must keep a technical term (for buyers comparing options), add a short definition the first time it appears, or maintain a small glossary at the bottom of the page.
Use short sentences and clear headings that answer real questions. Avoid clever labels.
Don’t force visitors to hunt for basics. Include crisp answers near the first mention of a feature:
Ground the product in everyday scenarios.
Before: “Updates live in spreadsheets and nobody knows what changed.”
After: “Updates are in one place, with clear owners and automatic reminders.”
That contrast teaches the value faster than a feature list, and it keeps the copy readable for everyone.
Visuals do more than “make the page look nice.” For non-technical users, they reduce reading effort and remove guesswork: What does this do? Where do I click? What happens next?
Choose visuals that answer one practical question at a time. A screenshot can show what the user will actually see; a 10–20 second clip can show motion (like creating something, sending something, or getting a result).
Add a caption under every visual that explains what to look for in plain language. Good captions point to outcomes, not interface trivia.
If you need to explain steps, annotate the image instead of writing a wall of text. Use simple callouts like “1, 2, 3” and label only the elements that matter for the task.
Keep annotations minimal:
Pick a single “hero” workflow that matches the main reason people buy your product. Show it from the first click to the final outcome.
A helpful sequence might be:
Start: what the user begins with
Action: the key step they take
Result: the finished output, confirmation, or benefit
This creates confidence: users can picture themselves succeeding.
Don’t cram multiple features into the same screenshot grid. If a visual tries to explain three ideas, it usually explains none.
Use whitespace, consistent sizing, and a predictable rhythm (visual → caption → next) so scanning feels effortless.
A call-to-action (CTA) is a promise: “If you click this, here’s what will happen next.” For non-technical users, uncertainty is the main conversion killer—so your job is to make the next step feel predictable, low-risk, and easy to undo.
Pick a single main action for the page (for example, “Start free trial” or “Create account”) and repeat it in the same wording across the page. Consistency reduces decision fatigue and reassures readers that they’re on the right path.
A simple rule: if your header button says “Start free trial,” don’t switch to “Get started,” “Sign up,” and “Try it now” further down. Different labels can feel like different commitments.
Many visitors aren’t ready to commit, especially if they don’t fully understand the product yet. Give them a safe “learn more” step that still moves them forward, such as:
Place the secondary CTA near the primary one, but style it as less prominent so the page still has a clear “main” path.
If your CTA leads to a form, keep it minimal. Every field creates a new reason to stop. Ask only what you need to deliver the next step.
When you must request something sensitive (like a phone number), explain it right next to the field in plain language:
This turns a suspicious moment into a transparent one.
Small lines of text around a CTA can remove uncertainty by answering: How long will this take? What happens next? Will I get spammed?
Examples:
The goal is to make the click feel like a safe, clearly defined step—not a leap into the unknown.
Pricing is often where non-technical visitors hesitate—not because it’s expensive, but because it’s unclear. Your goal is to make the cost and the commitment feel predictable.
Start with one plain sentence that answers: “How is this priced?” Examples: per user per month, per project, or flat monthly fee. If there’s a setup fee or minimum term, say it up front.
If you have a dedicated pricing page (often labeled /pricing), make sure the headline and first lines remove ambiguity before anyone scrolls.
Use short, simple bullet lists under each plan. Focus on outcomes and limits people actually feel:
Avoid feature names that require explanation. If you must use them, add a five-word description right next to the term.
Non-technical buyers worry about surprises. Add a small section that clearly answers:
Write an FAQ based on actual sales emails and support tickets (not guesses). Keep answers short, specific, and free of legal language—save the fine print for the terms page.
Non-technical visitors are often deciding based on one question: “Will this work for me without surprises?” Trust isn’t a banner you add at the end—it’s the feeling your page creates when everything is verifiable, easy to find, and clearly explained.
Use social proof, but only if it’s real and attributable.
If you’re early-stage, it’s fine to show specific outcomes from pilots (“Reduced onboarding time from 2 hours to 20 minutes”) as long as you can back it up.
Make help options visible on the page, not hidden in a footer.
State:
Plain language example: “Email us anytime. We reply within 1 business day.”
Say what you actually do: encryption, access controls, data retention basics, and how you handle personal data. Avoid big claims unless you have the documentation.
Add a short mini section that removes anxiety:
Clear expectations reduce hesitation and cut support requests later.
Accessibility and mobile usability aren’t “nice to have” for non-technical users—they’re the difference between “I get it” and “I’m stuck.” If someone has to squint, hunt, or guess, they’ll leave.
Start with typography and contrast. Use comfortably large font sizes, generous line spacing, and clear headings. Keep body text readable without zooming, especially on phones.
Use strong color contrast for text, buttons, and form labels. If you rely on color to communicate meaning (for example, red vs. green), add a second cue like an icon or a short label.
Also, make link text descriptive. “Download invoice template” beats “Click here,” because users can predict what will happen.
Many users navigate with keyboards or assistive tools. Your page should work without a mouse.
If you use placeholders inside fields, don’t let them replace labels—placeholders disappear as people type.
Avoid motion that pulls attention away from the content, especially auto-playing animations. If you include video, add captions and make sure key information isn’t only spoken.
Design and test on mobile first. Aim for short sections, clear headings, and plenty of whitespace.
Mobile-friendly and accessible pages feel calmer—and calm converts.
SEO works best when it matches what people are already trying to understand. For non-technical users, that means your page should answer simple “Can this help me?” questions with the same wording they use.
Pick 2–4 intents per page and make them obvious in headings and copy. Examples include:
Avoid chasing dozens of keywords. A tight set of intents keeps the page readable and helps search engines understand what you’re promising.
Use descriptive H2s that mirror your visitors’ questions (“What you can do in 10 minutes,” “What you need to get started,” “Is it safe?”). Keep URL slugs short and human (category + outcome beats feature names).
For meta titles and descriptions, don’t be clever—be specific:
Your best FAQ content already exists in support tickets, sales calls, live chat, and onboarding drop-off points. Add 6–10 questions that address:
Answer in plain language first, then add details below.
When you reference a concept (“templates,” “importing,” “security”), point to a relevant blog post or help article using relative URLs. This supports SEO, but more importantly, it keeps non-technical visitors moving forward instead of searching elsewhere.
A website that feels “simple” is often the result of invisible work: fast loading, predictable navigation, and measurement that tells you what to fix next. For non-technical users, these basics reduce hesitation and help them stay oriented.
Speed is part of usability. If your product website loads slowly, people assume the product will be slow too.
Optimize images before uploading (right size, modern formats when possible), and avoid stacking multiple large hero images or auto-playing media. Be cautious with heavy scripts and third-party widgets—each extra tool can add noticeable delay.
A practical rule: if a feature doesn’t directly help someone understand the product or take the next step, consider removing it from the marketing pages.
Non-technical visitors shouldn’t have to “explore” to find critical pages. Use clear, standard labels and keep your top navigation focused:
Keep the menu consistent across pages, and avoid clever names that require interpretation. If you have multiple audiences or use cases, a simple “Solutions” page can help—just don’t hide Pricing or Support inside it.
You don’t need complex analytics to make smart decisions. Start with basic tracking that answers: “Are people finding what they need, and where do they drop off?”
Track:
Choose privacy-friendly analytics options that match your policies and communicate what you collect in plain language. Good measurement respects the user while still giving you the signals you need to improve.
A product website is never “done.” For non-technical users, small points of confusion can quietly kill sign-ups. Treat launch as the start of a learning loop: publish, watch what people do, fix the friction, and repeat.
Before you announce anything, do a quick pass that focuses on clarity and avoidable errors:
Also verify the basics: the primary call-to-action is visible without scrolling, forms submit correctly, confirmation messages are clear, and error states explain what to do next.
Run a small usability test with 5–8 non-technical users. Give them realistic tasks (e.g., “Figure out if this is for you,” “Find the price,” “Start a trial”), then stay quiet and watch.
Capture quotes word-for-word, especially:
These quotes often become the best source for improving copy and headings.
A/B test one element at a time so you can learn what actually helped: headline, CTA text, or hero visual. Keep a simple log of what changed, when, and why.
If your team is shipping fast, add a safety net for experimentation. For example, Koder.ai supports snapshots and rollback, which makes it easier to test new messaging or layout variations without turning every change into a high-stakes deploy.
Finally, plan post-launch updates based on support tickets and sales questions. If people keep asking the same thing, the website didn’t answer it clearly—yet.
Define “non-technical” by role, not by skill level. Pick 2–3 primary roles and write down for each:
This prevents vague copy and helps you design a page that answers real objections fast.
Use a one-sentence value proposition: what it is + the outcome + for whom.
Example pattern: “It’s a [type of product] that [does the key job], so [audience] can [benefit].”
If you can’t fit it in one sentence, you’re probably describing features instead of results.
Choose one primary action (e.g., start a trial or book a demo or sign up). Then repeat that same CTA wording consistently across the page.
Multiple “main” CTAs create uncertainty and make the page feel less trustworthy to cautious visitors.
Anchor the page around 3 “jobs” phrased as outcomes, not features, such as:
Those jobs should shape the hero headline, benefits, and the “how it works” section.
A clear, skimmable structure usually looks like:
Design it so someone can understand the offer by reading only the bold parts.
Replace internal terms with everyday phrases and keep a simple translation list.
Examples:
If you must use a technical term, define it the first time (or add a short glossary).
Use microcopy near the CTA and form to answer:
Example: “Takes about 2 minutes. No credit card required. Next: choose a template and add your first project.”
Make pricing predictable in plain language:
Clarity beats persuasion here—confusion is what kills conversions.
Show proof people can verify and support that feels reachable:
Also add a short “What happens after I sign up?” section to remove uncertainty.
Treat mobile and accessibility as conversion basics:
A calm, predictable experience helps people stay oriented and keep going.