Original home page. The CEO had made an effort to communicate the value proposition but the home page read like a press release. He was ready to talk specifics about the product but didn't know where to begin.

Home page redesigned. I mapped out the pages needed, designed a look, and wrote new content from printed materials the company had developed. There was not a consciously designed logo or wordmark and the CEO did not want to take the time to design one. We chose a direct, confident writing style with a dash of humility and a restrained but somewhat unexpected color palette.

The pages are text-heavy, but I used several tactics to keep the visitor reading instead of yawning (or clicking to another site): The writing has a personality and point of view behind it; I ruthlessly cut every paragraph and sentence down to its essentials; and I liberally used boldface, subheads and bullet lists.

Signup form to join the company's Beta.