Website strategy
When a redesign is really a positioning project
A new visual system cannot rescue a homepage that never tells the visitor what the company is uniquely equipped to do.
Before choosing colors or layouts, test the business story. Can a new visitor identify the audience, the primary result, the strongest proof, and the next step in a few seconds? If not, the highest-leverage design work is usually structural.
Start with four decisions
- Audience: decide whose problem the homepage is organized around.
- Offer: name the commercial action you want the right visitor to understand.
- Proof: prioritize relevant work, process, expertise, or specifics—not vague superlatives.
- Path: give each page one dominant next move.
Once those choices are settled, art direction becomes more useful. Typography can set confidence, imagery can prove context, and layout can direct attention because the content already knows what matters.