Edip Kilinc is the founder of Webwavers. Together with his team, he develops websites, brands, and digital presences for ambitious companies – with over 250 completed projects, and honored with awards including the German Design Award 2026.
Homepage. Within the first three seconds, it answers: What do you do, for whom, and why you. It is not an overview of the company, but a guidepost.
Service pages. One per offering, not one for all. This is the most important point and the one where most people cut corners.
References or projects. Proof instead of claims. Two detailed case studies are more powerful than twenty logos.
About us. In B2B, this is one of the most visited pages because people want to know who they are dealing with.
Contact. More than just a form – contact person, availability, and what happens after submitting.
Legal. Imprint and privacy policy, both accessible from every page.
Blog, careers, FAQ, and glossary are useful, but they are extensions. None of them work without the six above.
Homepage. Within the first three seconds, it answers: What do you do, for whom, and why you. It is not an overview of the company, but a guidepost.
Service pages. One per offering, not one for all. This is the most important point and the one where most people cut corners.
References or projects. Proof instead of claims. Two detailed case studies are more powerful than twenty logos.
About us. In B2B, this is one of the most visited pages because people want to know who they are dealing with.
Contact. More than just a form – contact person, availability, and what happens after submitting.
Legal. Imprint and privacy policy, both accessible from every page.
Blog, careers, FAQ, and glossary are useful, but they are extensions. None of them work without the six above.
The order decides on more than just the design. A sequence that works in practice:
1. What and for whom. A sentence that is understandable without prior knowledge. No metaphor, no claim, a statement.
2. The problem. The visitor should recognize themselves before reading about you.
3. The services. Three to five, each with one sentence and a link to its own page.
4. The proof. References, numbers, awards, logos.
5. The process. What a collaboration looks like. Removes the uncertainty before the first contact.
6. The team or the founder. A face.
7. The call to action. Once, clear, with no alternatives next to it.
The most common mistake is to start with the company instead of the visitor. In the market since 1998 is an information, not an entry point.
A website with a single services page and a bulleted list on it cannot do three things: rank for the search terms that people use to look for the individual service, explain that service in detail, and provide proof that fits exactly that service.
Having a dedicated page for each offering solves all three points. It answers: What exactly is it? Who is it for? How does it work? Approximately how much does it cost? Who has already received this? What is the next step?
This is also the reason why generative systems prefer to cite service pages: they answer a specific question in one place, rather than scattering it across the website.
Rule of thumb: If you can write a proposal for a service, it deserves its own page.
Legal Notice. Mandatory under § 5 DDG for commercial websites: full name and address, legal form, authorized representatives, contact details including email, register entry, VAT identification number, and for regulated professions, the relevant chamber.
Privacy Policy. According to Art. 13 GDPR: what data is processed for what purpose, on what legal basis, for how long, to whom it is passed on, and what rights data subjects have. It must match what the site actually does – a template that mentions services you do not use is just as wrong as one that conceals them.
Accessibility. The Accessibility Improvement Act (Barrierefreiheitsstärkungsgesetz) has been in force since June 2025. It does not affect every website, but more than most people think.
Both mandatory pages belong in the footer and therefore on every subpage. A specialist lawyer is responsible for checking the content in individual cases – this article does not constitute legal advice.
A website is not a stack of pages, but a network of paths. Three rules keep it in order.
Every page can be reached in at most three clicks from the homepage. Anything deeper is rarely found – by people as well as by search engines.
Every service page links to at least one matching reference and vice versa. This is the most effective internal linking there is, and it costs nothing.
Every content page has exactly one next step. Not three equivalent buttons, but one obvious one.
Plus, a point that is often forgotten: the navigation should use the terms of the customers, not those of the company. Solutions is an internal word. What we do is understood by everyone.
Not every page that is common deserves the effort.
A blog without an editorial plan is worse than no blog at all. Three posts from last year look like an abandoned project.
A news page for announcements that interest no one outside the company costs maintenance time with no return.
A career page with no open positions – a single sentence on the about-us page is enough until you are actually hiring.
An FAQ page as a dumping ground for everything that is missing from the service pages. Questions belong where they arise.
The better order: first get the six basic pages really right, then expand. A website with six convincing pages beats one with thirty mediocre ones – both with visitors and in search.
