Short essays on what I'm learning shipping websites for software teams and industrial businesses: what works, what doesn't, and why I keep changing my mind about it.
After redesigning more than 60 marketing sites I see the same mistakes: feature dumps, vague heroes, hidden pricing. Here's a checklist you can run against yours in 20 minutes.
A small kit of well-named symbols will outlast every "page" you build. Here's the kit I ship on every project.
Most teams polish their homepage and copy-paste a Stripe table for pricing. It's the page that closes, so design accordingly.
Discovery, sprint one, sprint two, polish, launch. Same shape every project. Here's why it works and where it bends.
If your dark theme is just inverted colours, you've shipped two half-bad themes. A short note on doing it properly.
Why "calm" sites are starting to win, and what to take from editorial design when everyone else is shipping the same neon blue.
