- 01 · the headline
The headline is a question. The business is solid and the website is an outline, which is the whole case. You answer it in your head before you read another word.
- 02 · the button
One button. One label. Everywhere. A second wording reads as a second offer, and a second offer reads as doubt.
- 03 · the ticker
Something has to move in the first frame. This moves with real numbers, from a count I did myself.
- 04 · the stakes
Four lines, one idea each, in the order it happens. The green follows you down them. It is a light, not a decoration.
- 05 · the count
Two hundred and two businesses checked by hand. It is on this page because I would not trust a site that quoted somebody else’s number.
- 06 · the five facts
Five facts on a site you own. That is the whole of being found now. Everything else is detail.
- 07 · what you get
The plan is what I do. This is what you keep. Most sites only ever say the first, and the second is the one you are deciding about.
- 08 · the wall
Names, not logos. I do not draw other people’s marks. Set big enough, a name is a mark.
- 09 · the plan
Three steps, drawn in the same hand as About, and only one of them lit at a time. You are never asked to hold all three in your head.
- 10 · the prices
Prices on the page. If you have to ask, somebody has already quoted you something worse.
- 11 · the questions
Every answer here comes from a decision already made. None of them is a maybe.
- 12 · the phone
The phone from About, on its own. This is what a stranger’s phone shows of a good shop that isn’t online. The check is for the owner who wants to see that before anyone comes.
- 13 · the close
The green stops here because this is where it was going.
- 14 · the four faces
Bricolage Grotesque, one cut, twenty-two kilobytes. A gothic for sentences. A mono for numbers. A marker for the painted words. Five files. Your site would get the same care.