Launching a brand site without the bloat

Early brand sites fail in the same way: too many pages, too little proof, and a contact form that asks for a novel. The founder wanted to look established. Visitors wanted to know if this was for them.

Start with four jobs

• Say what you do in a sentence a stranger can repeat.
• Show one piece of work that looks like the next job you want.
• Explain how you work and what it costs to start.
• Make it easy to write you without a login.

Everything else — a long manifesto, a newsroom, a sixth case study — can wait until the first four jobs convert. A thin site that is true beats a thick site that hedges.

Keep the stack boring

We ship brand sites as static Next.js pages until there is a reason not to. No CMS on day one unless someone will actually write every week. Fast HTML is a brand decision. It says you respect the visitor’s time.