The design of a website or more generally of any web system consists in setting up a user experience that will make it possible to meet the needs of different types of users.
The design phase is a phase of strong interaction with the client and users via interviews, workshops and statistical analysis (site stats, audits, surveys, etc.). It's about understanding users and modelling their behaviour to build a suitable, efficient, frictionless site. Content and editorial policy are also the subject of reflection. Then once these main lines have been drawn up, the design goes through the design of the interfaces.
An important rule of web design is not to be afraid to say it again, but differently. For example, a button to connect to a private space can be found in the top navigation bar but be repeated on the home page with another wording ('Connect', 'My personal space')
Many unspeakable rules exist in web browsing. For example, the button to connect to a private area is often located at the top right. The "Donate" button on a charity site is often also located in this area. It is important to respect these habits so as not to lose users even if it is also essential to question them in order to attract more informed users.
To optimize your conversion rates, it is necessary to adapt the objectives to each type of user. You cannot expect a user who came from Facebook to one of your news pages to read your very technical 300-page file. Defining engagement levels and goals by user type allows you to build your user engagement progression.