Insights

What Should a Professional Website Actually Do?

Existing is not a function. A working site does three things in order: it makes a visitor understand what this is within a few seconds, it gives them a reason to believe it, and it makes the next step obvious and easy.

Most sites fail at the first. They open with a statement the company likes rather than a sentence a stranger can act on. The second is where proof lives - work, results, named clients, real people - and it is the part most often replaced with adjectives. The third is usually just neglect: a contact page with a form and no reason to fill it in.

Everything else - the animation, the layout, the typography - is in service of those three. If it does not help someone understand, believe or act, it is decoration, and decoration is fine as long as it is not standing in the way.