Write the visitor’s first question
Start with the person arriving on your website. What are they looking for, and what would help them decide whether you can help? Write a plain sentence that explains what you do and who it is for. Use that sentence as the starting point for your headline, before choosing a font or a photograph.
Sketch the page in blocks
On paper, sketch five blocks: introduction, services, selected work, answers to common questions and contact. Put the information visitors need to understand your offer before the details they need to compare options. This sequence is a starting point; adjust it to fit your business and the questions people actually ask.
Choose one primary action
Decide what the page should help someone do next: request a quote, view work or book a conversation. Give that action a clear label. Supporting links can still exist, but they should not all compete with the main action through size, colour and placement.
Read the outline without the visuals
Read only the headings and buttons from top to bottom. Do they tell a coherent story? Ask someone unfamiliar with the business to explain what you offer after reading the outline. Use their questions to improve the copy, then start refining the visual design.
