Designing websites that do more than look good

A website is the only salesperson that works every hour of every day. It should be beautiful. It also has to do its job.

One page, one decision Every page we design has a single action it exists to drive. Everything else on the page either supports that action or goes.

Speed is a design choice A slow site loses a third of its visitors before the hero appears. We budget kilobytes the way we budget colour: deliberately.

Motion with a purpose Animation should explain, guide or reward. If it does none of those, it is noise.

Measure, then iterate Launch is the first draft. The real design happens in the months after, when real visitors show us what works.