Wireframes are a simplified visual guide that represents the skeletal framework of a website. Prior to the design, wireframes are usually presented in black and white, and do not define any visual style, typography, or imagery. Wireframes for a website are often compared to blueprints for a house. The usability and efficiency of the final product often depend on how well the wireframe is created at the very first steps of the design process.

1. Wireframes display site architecture visually.

2. Wireframes allow for clarification of website features.

3. Wireframes push usability to the forefront.

4. Wireframes address scalability and ease-of-update.

5. Wireframes help make the design process iterative.

6. Wireframes save time on the entire project.

7. Experience shows it works.

Clients don’t understand what a wireframe is. They probably won’t, at least not until you tell them. That burden falls on you. We often introduce our wireframes, sometimes called layouts, in a live (or virtual) presentation and start with a quick explanation of what a wireframe is and isn’t. A wireframe is:

A grayscale blueprint of your site’s key conversion pages

A view into how your site, and each page, might tell your story

A chance to explore features, elements, calls-to-action, and site navigation

A first glance at header copy, scannable sections, and more in-depth sections

A chance to understand how each page lends itself towards conversion as part of a complete UX

An opportunity to make changes to structure, architecture, and identify what’s missing