01 · First screen
Home, the signature
Visitors grasp the world, the ambition and the level of demand. Home does not stack twenty pages. It points to the offer, the work and the action, with a graphic rhythm that belongs to the brand.
Must include
A clear promise, a visual direction and paths to the useful pages
Must avoid
A catalogue of twenty blocks that copies the whole site
The right test: within a few seconds you know you are in the right place, and want to go further.
02 · The universe
Art direction, embodied
Colours, type, imagery, animation. A Signature website does not "dress up" in a theme. It has a direction, held page after page, including in motion.
Must include
A coherent world, animation in service of the story, photography with intent
Must avoid
Decorative effects that slow the page or hide the message
Useful animation guides the eye. Gratuitous animation tires it.
03 · The offer
Services, unfolded
With up to 20 pages, a complex offer, brand worlds and case studies can be split. Each page has a role. None exists to "pad the volume".
Must include
Named offers, a clear scope and one benefit per service
Must avoid
A technical list with no consequence for the client
Every page must answer the question: "and for me?"
04 · The journey
Conversion, designed
A Signature website does not hope for a click. It lays a journey: proof, objections, calls to action, landing pages. Each step moves closer to a useful enquiry.
Must include
CTAs at the right moment, proof in the right place, minimal friction
Must avoid
A single "contact" button, lost at the bottom of every page
You do not measure conversion after the fact. You draw it with the architecture.
05 · Measurement
Analytics that help
Without measurement, a premium site stays a handsome showcase. We place the events that matter (visit, journey, enquiry) to know what converts, and what is lost.
Must include
Readable indicators, conversion events, clean consent
Must avoid
An overcrowded dashboard never opened after go-live
Five events you keep beat a numbers factory left behind.
06 · Action
Contact, forms that qualify
Visitors arrive already convinced, or nearly. Advanced forms sort the enquiry (service, volume, timing) so the conversation starts in the right place, without an interrogation.
Must include
Useful fields, a response time and readable contact details
Must avoid
Twenty fields for a simple contact request
Every extra field must justify the friction it creates.