What We Discuss About a Brochure Website Before We Talk Design

The first discussion about a presentation website isn't about design. It's about what happens after someone calls.

We ask who answers the phone, how long it takes to answer, what happens with a request received on Saturday, and who prepares the offer. Not out of curiosity. A website that brings ten inquiries a week to a company where no one has time to answer them is an expense, not an investment.

Questions from the first call

Who is the client who brings you the most money, and who is the one who takes up most of your time? We're interested in both, because the website can attract more of the first type and filter out the second.

What do people ask you most often on the phone? These answers generally become the main sections and frequently asked questions. We don't invent questions just to fill the page.

What have you tried so far, and what didn't work? This is where we learn the most useful things.

Who gives final approval? If there are three people with veto power, we tell you from the start that the project will take longer.

The structure we usually end up with

Homepage, one page per main service, portfolio or projects, about us with real people, contact. Location-specific pages only if you actually work there.

We don't build a 15-page website for a company with three services. We've done it, upon request, and the result was that five pages were left with placeholder text that no one ever updated. We deleted them and rebuilt the structure.

If you need a single page for a campaign, just get a single page. We won't sell you six.

Content, the part that blocks everything

We ask for texts and photos before we start the design. Not for bureaucracy: design based on invented text looks good and falls apart when the real text arrives, which is twice as long or three times shorter.

What gets stuck most often: photos. Companies have hurried phone photos, or nothing. The solution that worked for us: a day with a photographer at their location, with a written list of what we need — the space, the people, two or three works, the equipment.

We write the texts ourselves in most projects, based on a recorded interview with you. It turns out better than if you write it yourself between other tasks, and much faster.

What we deliver

The website, obviously. But also: a form that goes where it needs to and is tested on a real phone, tracking inquiries as a separate event from clicking on the phone number and WhatsApp, speed checked on mobile connection, updated Google My Business profile, and a short recorded training on how to edit texts yourself.

We added the last point after noticing that otherwise, we received a message for every comma.

Realistic deadlines

Usually between one and four weeks for a standard presentation website, with a detailed calendar set in the strategy call. The difference between one and four comes almost entirely from content and approval speed, not from the technical side. How much exactly depends on how quickly we receive the texts and who approves.

What we don't promise

We don't promise Google rankings by a certain date. We don't promise a number of inquiries. We lay the right foundations — structure, speed, measurement, content that answers real questions — and after launch, we look at the data together.

If you want to discuss concretely, tell us what customers ask you most often on the phone. That's where we start.

What we put on the homepage, in order

The homepage is not a gallery. It's where people decide whether it's worth reading further or closing the page.

The row with real photos changes perception more than we expected when we started insisting on it.

The form, how short we make it

Four fields, maximum. Name, phone, service, a blank line. The rest is found out on the phone. For a long time, we kept longer forms for "qualification," and we gave up after seeing how many people started them and then abandoned them.

Every additional field is a question you ask someone who doesn't know you yet.

What we do with the texts

We write them based on what the client tells us on the phone, not on what sounds good. When the client insists on corporate phrasing, we show them both versions on the phone, side by side. They usually decide for themselves.

What a new website doesn't solve

It doesn't solve a lack of traffic. We've delivered good websites that sat for months with only a few visitors a day, because no one was handling the promotion aspect. We say this beforehand, even if it slightly dampens the enthusiasm in the kick-off meeting.

How we check before delivery

We open the website on two real phones, send the form from each, check that the message arrives, call from the contact page, and see how long it takes to load on mobile data. Only then do we hand over access.

If you have a website that looks good but isn't bringing in inquiries, send us the link and we'll tell you what we'd change first.