Wireframe
A wireframe is a simple, low-detail layout of a page that shows structure, content order and function before visual design begins.
Area
Websites and conversion
What it means in practice
Wireframes use gray boxes, placeholder images and real or draft headings to show what goes where. They leave out color, styled type and imagery on purpose, so everyone focuses on structure. That means which sections the page has, in what order, and what each section has to say.
Wireframes come in levels of detail. Low-fidelity sketches take minutes on paper or a whiteboard. Mid-fidelity wireframes in a tool such as Figma show real copy and realistic spacing. The most useful ones contain real headlines, because a page’s structure depends on what it says.
Wireframes are cheap to change. Moving a section in a wireframe takes seconds. Moving it after the design is polished and built takes much longer.
Why it matters for B2B and AI teams
B2B websites are often reviewed by several people, including founders, marketing, sales and product. Showing them a finished design too early mixes feedback on structure with feedback on taste, and the conversation gets stuck on colors. A wireframe lets the team agree on structure first.
It also helps teams with complex products agree on what to explain and in what order. For AI products, that ordering question is often the hardest part of the website. Deciding it in a wireframe, with real headlines, saves rework later.
How we approach it
We design in Figma. On every project, we review the direction with you before wider production, which keeps big structural changes early, where they’re cheap.
Daniel G. Bright leads strategy and creative direction on every project, so the structure of a page and the message it carries get decided together.
FAQ
They’re most useful for complex pages and for teams with many reviewers. For simple pages, many designers go straight to a designed layout using real copy.
Yes, where possible. Placeholder text hides structural problems. Draft headlines show whether the page tells a clear story from top to bottom.
A wireframe shows layout and structure. A prototype adds interaction, so people can click through screens and test a flow.
Keep exploring
Related terms
Prototype
A prototype is an interactive model of a website or product that people can click through to test flows and ideas before anything is built.
Information architecture (IA)
Information architecture (IA) is how a website’s content is organized, labeled and connected, so visitors can find what they need and know where they are.
User flow
A user flow is the path a person takes through a website or product to complete a task, from the entry point to the final step.
Messaging hierarchy
A messaging hierarchy is a ranked structure of what you say about your product, from one main message down to supporting points and the proof behind each.
Landing page
A landing page is a web page built for one audience and one action, usually the destination of a campaign, ad, email or launch.
Show us what you’re working on
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