“Can you just make the website look less…crap?”
Sure. But that’s not really why I’m here.
Most “we need a new site” projects start with screenshots and shame. Outdated layouts. Rogue colours. A homepage that looks like it’s been haunting your browser since 2016.
But the real problem usually shows up when I ask:
“Okay. Say I’m smart but tired on a Thursday night. How do you explain what you do?”
That’s when the five-minute ramble begins.
Good product. Good people. Absolutely no shared language.
The interesting moment isn’t when we fix the grid. It’s when, halfway through a messy workshop, someone blurts out a sentence and the room goes quiet in a good way.
Heads nod. Someone writes it down. It sneaks onto a slide. A few weeks later, I hear it in a sales call and in a job advert.
That line wasn’t “just” copy. It was the bit that finally gave everyone the same song sheet.
The website is just where it debuts.
So if you’re about to throw money at a redesign, ask yourself:
Are you buying prettier pages… or the words your team will still be stealing six months from now?