Start with the message, not the mockup
Every failed marketing site we’ve inherited started in Figma. The layout was lovely and the message was mush: “innovative solutions for modern businesses.” Nobody has ever bought innovative solutions for modern businesses.
So we start with words. One headline that names the visitor’s problem, one subhead that names the outcome, one action. If that trio can’t survive as plain text on a white page, no amount of scroll choreography will save it.
Build the proof before the pages
Testimonials, metrics, logos, case outcomes — we collect these before designing anything, because proof dictates layout. Three strong numbers earn a metric band. Twelve client logos earn a marquee. One great quote earns a full-bleed moment. Design follows evidence.
A marketing site is a sales conversation frozen in HTML. Write the conversation first.
Make the next step embarrassingly obvious
Audits keep showing us the same leak: the primary action appears once, below the fold, labeled “Learn More.” We fix this with a simple rule — the booking or contact action is visible in the first viewport, repeated after every proof section, and labeled with the outcome (“Book a strategy call,” not “Submit”).
Performance is a conversion feature
Our budget for marketing pages: first paint under a second on a mid-range phone, total page weight under 500KB. We hit it with modern image formats, zero render-blocking scripts, and motion that enhances rather than delays content. Faster pages don’t just rank better — they convert better, measurably.
Launch is the middle, not the end
- Week 1: watch recordings, fix rage-clicks and dead taps
- Month 1: A/B the headline and the primary action label
- Quarter 1: add the case studies real usage produced
The sites that compound are the ones treated as living sales tools. Ship, measure, sharpen — that loop is the whole game.
