Most visitors are not reading your website. They are looking for a reason to stay and a clear next step.
Say what you do, early
A visitor should understand what you offer and who it is for within the first screen. Clever lines can wait. Clarity earns the attention that makes everything further down the page worth reading.
Plan the journey
Good structure comes before good layout. Decide what someone needs to know, in which order, and what you want them to do next. Then each page has one main job and one obvious call to action.
Check it before launch
A site has to work on every screen and for more people than the team that built it. Responsive and accessible implementation, working forms and correct analytics are not extras. They decide whether the design gets a chance to do its work.
