Web design that converts.

The full service.

1. Discovery + strategy

Before any wireframe, we run discovery. A founder interview, customer interviews (we do them; you do not), a competitive teardown of sites in your space, traffic + intent analysis on any existing site, conversion benchmark establishment.

• Founder interview: positioning, ICP, sales process, current bottlenecks, "what's the one thing this site needs to do"
• Customer interviews: recorded calls with current customers about why they chose you, what almost stopped them, what their alternative was
• Competitive teardown: competitors analyzed for messaging, page architecture, conversion patterns, technical implementation
• Traffic + intent analysis (existing site only): GSC export, GA4 review, identify which pages drive leads, which pages waste budget
• Conversion benchmark: current conversion rate by source, target conversion rate, gap analysis
• Deliverable: a one-page strategic brief approved by you before we go further

2. Sitemap + messaging architecture

Information architecture and messaging before pixels. Most sites fail at this step. We build the message map before the visual design.

• Sitemap: every page mapped with primary intent, conversion goal, content depth
• Page-by-page messaging brief: hero proposition, supporting proof, primary CTA, secondary CTA, objections to address
• Keyword research + intent mapping: every page mapped to a target keyword cluster
• Internal linking architecture: how pages connect, which pages get authority flow
• Schema plan: which schema types per page (Service, Article, FAQPage, HowTo, Product, LocalBusiness, etc.)
• Deliverable: sitemap + page-by-page brief approved before copy starts

3. Copy

Copy is the highest-leverage element of a website. We write it ourselves, in your voice, from the customer-interview transcripts. No templates, no AI-only drafts.

• Voice analysis: founder interview + your best existing posts/emails define the voice
• Customer-truth integration: pulled quotes and language patterns from interviews used in copy
• Headline + subhead production: hero, section heads, CTA microcopy
• Body copy: every page written from scratch in your voice
• SEO + GEO optimization: every page structured for passage-level citation
• Two rounds of revisions included
• Deliverable: full copy approved before design starts

4. Design

Design follows copy, not the other way around. We design to serve the message, not to fill a template.

• Brand audit: existing logo, colors, typography, voice in visuals
• Visual system: design tokens for colors, type scale, spacing, components
• Mobile-first wireframes: every page wireframed mobile, then expanded to tablet + desktop
• High-fidelity mocks of every unique page (not just home)
• Accessibility: WCAG 2.2 AA color contrast, font sizing, focus states
• Two rounds of design revisions included
• Deliverable: design approved before build

5. Build

Platform picked for use case. We do not default to one platform; we pick the right one based on editorial needs, performance needs, scale.

• WordPress: when client needs non-technical CMS, blog editorial workflow, plugin ecosystem (most SMBs)
• Astro (static): when SEO + performance trump editorial flexibility, content is mostly stable, MDX or Markdown is acceptable (this site is built on Astro)
• Next.js: when dynamic data, gated content, user accounts, or React component reuse are needed
• Cloudflare Workers: for app-style sites needing edge compute, custom auth, custom data layers
• Shopify: for product-driven e-commerce SMBs (we do not push it for non-commerce)
• Webflow: for design-system-heavy brand sites where editorial control without a dev is a priority

6. Performance optimization (Core Web Vitals)

We build to Google's 2026 thresholds. We measure throughout build, not as an after-launch fix.

• LCP under 2.5s on mobile (largest contentful paint)
• CLS under 0.1 (cumulative layout shift)
• INP under 200ms (interaction to next paint, replaced FID in 2024)
• PageSpeed Insights mobile score checked at launch
• Critical CSS inlined, non-critical CSS deferred
• Images: AVIF or WebP with width/height attributes, responsive srcset, lazy-loaded below fold
• Fonts: self-hosted WOFF2, font-display swap, subset to characters used
• Third-party scripts audited; analytics + tag manager loaded async, marketing tags lazy
• CDN configured for static asset caching
• Performance rechecks after launch

7. Schema, on-page SEO, AI-search readiness

Schema and structured data are baked in from day one, not bolted on later.

• Organization + WebSite schema sitewide
• Service, Article, FAQPage, HowTo, BreadcrumbList per page as applicable
• Person + AggregateRating schema where appropriate
• Sitemap.xml + sitemap-index.xml generated at build, submitted to GSC + Bing
• llms.txt at apex listing canonical URLs for AI crawlers
• IndexNow integration for instant indexation pings (Bing, Yandex, Seznam, Naver)
• OG image generation per page (auto or manual)
• Canonical tags handled programmatically
• Robots.txt + meta robots configured for crawler access without exposing staging

8. Conversion tracking + analytics

If you cannot measure what's working, you cannot improve it. We wire tracking before launch, not after.

• GA4 with enhanced measurement + conversion events
• Google Tag Manager for flexible event tracking
• Google Ads + Meta pixel for paid attribution (when applicable)
• Call tracking integration (CallRail, WhatConverts, native)
• Form attribution: which page / source / campaign drove each form fill
• Heatmap + session recording (Microsoft Clarity, free) after launch
• Monthly analytics digest in plain English after launch

9. QA + launch

• Cross-browser QA: Chrome, Safari, Firefox, Edge, on real mobile devices not just desktop emulation
• Accessibility audit: axe DevTools, manual keyboard nav test, screen reader spot-check
• SEO audit: every page passes RustySEO, Screaming Frog equivalent, no orphaned pages, no broken links
• Schema validation: Rich Results Test + Schema.org validator on every page
• Forms tested end-to-end: submission, email notification, CRM write, thank-you page
• Redirect map (rebuilds only): every old URL mapped to a new one, redirects in place
• DNS cutover with TTL pre-lowered, monitored after launch

Common mistakes (avoid).

1. Picking the platform before the requirements. WordPress is not the default. Astro is not the default. Use the right tool for the job.
2. Designing before the copy is written. Design that serves message wins. Design that fills a template loses.
3. "We'll add SEO later." Bolt-on SEO never matches built-in SEO. Schema, sitemap, internal linking, AI-search structure must be in from day one.
4. Skipping customer interviews. The best copy comes from real customer language. Founders alone produce inside-out copy. Customers produce outside-in copy that converts.
5. Optimizing desktop and hoping mobile follows. Mobile-first or mobile-broken. Pick one.
6. Ignoring Core Web Vitals until Google emails you. CWV thresholds are SEO + UX signals. Build to them, do not retrofit.
7. One round of revisions then "client signed off." Two rounds minimum, plus a post-launch tuning window. Sites need real-traffic data to truly converge.
8. Forgetting redirects on rebuilds. The fastest way to lose existing SEO authority is missing redirects. Every old URL must map.

FAQ.

What platforms do you build on?

WordPress for CMS-heavy. Astro for SEO + performance. Next.js for dynamic. Cloudflare Workers for app-style. Shopify for e-comm. Webflow when design system control matters.

How long?

Timeline depends on scope. Discovery and copy are the long pole, not build time.

Core Web Vitals?

Every site is built to Google's 2026 thresholds (LCP < 2.5s, CLS < 0.1, INP < 200ms).

How much?

A website is included in Starter at $397/mo. A larger web design scope has custom pricing, quoted after we scope it on a call. Request a quote.

Do you write copy?

Yes. Included by default. From customer interviews, in your voice.

SEO during build?

Built in. Schema, sitemap, llms.txt, IndexNow, internal linking from day one.

AI-search-ready?

Yes. Passage-level citation shape, FAQPage schema, llms.txt at apex.

Hosting + maintenance?

Post-launch support is included. Ongoing maintenance is optional and quoted separately.