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Ran a lot of website builds for small businesses and founders, and the pattern is always the same: the site fails not because of design, but because nobody defined the ONE action they want a visitor to take before writing a single line of code.

Before you brief a designer or developer (or brief yourself), answer this: what's the single next step for a stranger who lands on your homepage? Book a call? Buy? Sign up? Everything — the hero, the copy, the nav — should point at that one action. Sites that try to do five things end up doing zero things well.

If you're building or rebuilding a site right now, that's the first design decision, before colors or fonts. I build sites and landing pages for small businesses and startups — happy to riff on your specific case in the comments.