A template is a decision somebody else made about your business
Templates are not bad. They are opinionated, and the opinion belongs to somebody who has never met your customers. Where it shows Usually in the order of…
By BlueX
Templates are not bad. They are opinionated, and the opinion belongs to somebody who has never met your customers.
Where it shows
Usually in the order of things. A template decides that testimonials come before pricing, that your services are a three-column grid, that the hero is a photograph with a sentence over it. Those are answers to questions about someone else's business.
The cost is rarely visible. Nothing looks broken. The page just asks people to care about the wrong thing first, and a small fraction of them leave.
What we do instead
- Work out what the visitor is actually deciding.
- Put the thing that decides it above everything else.
- Cut whatever is left that does not help.
It takes longer than picking a theme. It takes considerably less time than rebuilding in a year.