Principles
A short manifesto.
We wrote these so we would stop arguing in Slack.
01
The button is the business.
If a visitor has to hunt, the site failed. One CTA. Above the fold. Again at the end.
02
Intake is not a lead.
A name in a mailbox is not a deal. A fact find in a scenario is.
03
Type it once.
Round-trip or don’t bother. Re-keying is how files die.
04
Brand is a coat.
Navy, lime, serif, whatever. The public link does the work.
05
No 2019 blog.
Clients do not arrive for your thoughts on the cash rate. They arrive to start.
06
Ship the site in an afternoon.
If the link exists, the website can be this thin. We are the proof.