Yes, yes. I know. “You’re oversimplifying it!” No, I’m demystifying it.

When I design a website, I do so with the headline example in mind. I want the visitor to quickly and easily find what they want and leave - with a proviso. I also ensure there are things that will catch their eye that in no way interfere with their core purpose for visiting - but are a reason or reasons to stay or come back later to dig deeper. Have you ever been to an Aldi or Lidl, with what I affectionately call “The Aisle of No Return” where you can get lost looking at tchotchkes that you never knew you wanted or needed? That’s the idea. I want you to get your strawberries and toilet paper - but if you want to explore scuba gear, jars of exotic marmalade or kitschy dog shirts, hey. Here they are.

I also work to do a “content capture” of the company’s, individual’s or organization’s essence so that their unique brand, tone and voice are all carried through, on every page, in words and images. And that starts and ends with the client. From the first discussions to launch and later touch ups, I’m interviewing, talking with and generally brain picking the client so that I’m capturing their vision in words and images.