Clarity & messaging · 4 min read
What does your homepage tell someone in five seconds?
A simple exercise for finding the gap between what you mean and what a new visitor understands.
Read the perspectivePerspectives / The Percensa journal
The thinking behind
effective websites.
A closer look at what makes a website clear, convincing, and worth acting on. Practical ideas to help you see your own work differently.
Trust & persuasion · 4 min read
Your best proof might be in the wrong place.
Credibility depends on more than having good evidence. It also depends on where a visitor encounters it.
Read the perspectiveCreative direction · 4 min read
What to fix first, and what to leave alone.
A better website does not begin with a longer to-do list. It begins with a more useful order of decisions.
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