Clipper

The brief

Editing studios all sell the same thing in the same words, and the words are about editing. The person reading is not buying editing. They are buying back the evenings they currently spend in a timeline, and the views they can see other people getting. The site had to name that before it named a service.

1. 01

   Sell the outcome, not the service

   The first screen is about the hours and the reach, not about software or turnaround. A creator comparing three studios has already read three versions of what editing is; the one that describes their week is the one they answer.

2. 02

   The work is the only bright thing on the page

   The whole site is dark, so every thumbnail and every clip is the brightest thing in view wherever you are on it. Nothing else competes for attention, which means the portfolio does the arguing.

3. 03

   One action, at every decision point

   There is a single call to action and it reappears wherever a reader is likely to have made up their mind, rather than once at the bottom. Nobody should have to scroll back up to act on a decision they just made.

In short

• Sells the outcome, not the service
• The work is the only bright thing on the page
• One action, repeated at every decision point