WEB DESIGN

Design decides what someone sees first, what they understand immediately, and what they're invited to do about it. Everything else — palette, imagery, motion — serves that or it's decoration.

The most common failure isn't ugliness. It's a site that looks perfectly professional and gives a visitor no reason to act, no idea what happens next, and no confidence that anyone's home.

A site can be beautiful and still be quietly losing you work.

• Structure and page hierarchy before any visual work
• Design to your brand, not a template
• Mobile designed properly, not shrunk
• Accessibility built in rather than retrofitted
• Real content in the design, not lorem ipsum that hides length problems
• A stated performance budget the build has to meet
• Clear calls to action that survive being scrolled past

Structure, then design, then build. Reviewed at each stage so nothing large gets discovered late.

Roughly a week for a single page, three to five days for a small site's design phase. Speed comes from deciding structure first, not from working faster.

It holds to a stated performance budget on mobile — largest paint under 2.5 seconds, layout that doesn't shift while you read. You can measure it yourself in about thirty seconds, on any page. That's a more useful claim than a portfolio, because you can check it.