01
Answer the question before designing the screen
Visitors arrive with different questions. What does this business do? Is it relevant to my situation? What evidence can I use to evaluate it? How can I get in touch? Organizing these questions before composing screens clarifies content priorities. The opening screen should explain the audience and value clearly rather than list every service.
02
Show the work and the thinking behind it
Project images alone rarely explain the problem a team addressed. Context, objectives, scope, key decisions and deliverables let readers relate the work to their own needs. Keep the claims within what was verified. Building a website and increasing inquiries require different evidence. Without measured results, describe the concrete changes to information structure or user journeys.
03
Match the next step to the visitor’s readiness
Not every visitor is ready to start a conversation immediately. Offer work or service details early, then introduce an inquiry when there is enough context. Button labels should describe what follows the click. Ask for essential information first, and allow room for uncertainty around topics such as budget. If submission fails, preserve the visitor’s input and explain how to try again.
04
Keep the same journey on small screens and keyboards
A sequence that feels natural on a desktop can break on mobile. Check that headings remain readable, body text has enough room and navigation returns people to a sensible position. Keyboard focus should be visible and every function reachable. The final design review is a real journey through the site, beyond a set of screenshots.