Why your marketing site is costing you leads (and how to fix it)

Most marketing sites are slow, confusing, and written for the CEO. Here is the framework we use when we rebuild one from scratch.

Start with the customer journey, not the sitemap. Map every page to a decision the visitor is trying to make. If a page does not move them closer to a conversion, cut it.

Speed is a feature. A one-second delay in mobile load time can drop conversions by 20 percent. We aim for sub-two-second Largest Contentful Paint on 4G.

Finally, write for scanning. Headlines, bullets, and bold claims beat paragraphs every time. Your visitor is busy. Respect their attention.