Clear journeys, honest forms, and proof close to the decision beat decorative motion.
Most sites lose people between interest and contact. We map one primary action per page, keep forms short, and put proof — work, numbers, or a named process — next to the ask.
Speed still matters. Heavy hero videos and uncached images cost more conversions than they add in atmosphere. We measure Largest Contentful Paint and form completion together, not as separate reports.
A good website should answer three questions fast: what you do, who it is for, and how to start. Everything else supports those answers.
