Smay

The brief

Agency sites open by talking about themselves, which is the one subject the reader has no opinion about yet. This one opens with the problem the visitor arrived carrying, and does not start selling until they have already agreed with it.

1. 01

   Open with their problem, not the pitch

   The first screen states the frustration in the reader's own terms. Agreement costs nothing and is the cheapest thing to ask for first, and everything after it is being read by somebody who has already nodded once.

2. 02

   Results before services

   The work comes before the list of what is on offer. A service list answers a question nobody asks until they already believe you can do it.

3. 03

   One booking action, all the way down

   The same call to action, in the same words, at every point where a reader might be convinced. Different labels for the same action make a visitor stop and work out whether they are different things.

In short

• Opens with the visitor's problem, not the pitch
• Results shown before services
• One booking action, repeated all the way down