A website is a building, not a poster
Structure before styling. If the architecture is wrong, no amount of design will rescue the page.
Process — 19 April 2026 — 6 min read — Jack Made
Most projects that go badly went wrong before anything was designed. The pages were agreed before anyone asked what each page was for.
Write the site as a sentence
Before wireframes, we write one sentence per page: who arrives, what they need, what they do next. If a page cannot earn its sentence, it is deleted.
Content collections, not hardcoded pages
Every site we build stores its portfolio, services, testimonials and journal as structured data. New work is an entry, never a rebuild.