Before we talk about pages, colors or timelines, I ask one thing: what should a visitor do in the ten seconds after they land? Most teams answer with three things. The good ones answer with one.

One action, one page

That single answer becomes the spine of the site. The hero earns it, the sections defend it and the navigation stays out of its way. Everything that does not serve it moves to a second page or disappears.

It sounds strict, but clients feel relief. Fewer decisions, a clearer brief, and a site that is easy to judge: did people do the one thing or not?