Design With Purpose

A beautiful website that does not convert is an expensive brochure.

Purposeful design starts with the action you want a visitor to take.

"Every element should earn its place or come off the page."

Design for One Decision

Each page should make one next step obvious: book, call, buy, or subscribe.

Competing calls to action usually produce none of them.

Remove Before You Add

Most sites do not need more content. They need less between the visitor and the point.

Clarity converts better than cleverness every time.

The Takeaway

Open your top page and delete one thing that is not helping someone decide.