You’re famished, so you pull into a restaurant you’ve never been in. You open the door and immediately lose your appetite. There’s grease on every surface and a battalion of flies is enjoying a half eaten French dip at an abandoned booth. You glance at the counter; the hostess doesn’t lift her eyes from her phone as cigarette smoke curls around her fingers. You turn around and leave.
Even though nobody smokes in diners anymore, you get the analogy—and this scenario occurs online continually. If visitors to your website are turned off aesthetically, you don’t stand a chance—no matter what you’re offering or how quickly you come up in Google.
We build visually compelling websites that instantly reinforce credibility and that drive conversions: warm and welcoming gourmet restaurants, if you will, that turn wary visitors into raving evangelists.
How? Best practice, on-brand design that is informed by strategy, research, collaboration, and fourteen years of experience—and also a ton of talent.
King of Web Standards, Jeffrey Zeldman, tweeted once,
Content precedes design. Design in the absence of content is not design, it’s decoration.
The godfather of the web is dead on. Decorations don’t drive home messages. Content does. Reducing text-based content to a visual design element (the shape of the text) can result in bloated and unrealistic client expectations once real data replaces the dummy content. We allow our design decisions to be dictated by the on-page content and messaging, and often our designers use the actual content to inspire interesting elements that might not have been conceived without it.
THE WEBSITE IS ONLY THE BEGINNING
Once initial designs are complete, ongoing partnership clients receive routine design audits in which a variety of testing tools (e.g., heat mapping, A/B testing) are used to subtlety adjust layouts, calls to action, and visual hierarchy. This non-stop improvement creates websites that not only keep looking like four-star restaurants but also have the functionality and advanced programming to deliver leads, clients, and revenue.