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Websites and funnels

Sites built to convert, not to win design awards.

A site earns its keep by loading fast and saying the right thing. Almost everything else is decoration, and decoration slowing a page down is a cost rather than a feature.

These builds are static wherever possible, served from an edge close to the visitor, with the content in real HTML so a search crawler and an assistant can both read it. Interactivity gets added only where it changes what someone is able to do.

The most common inherited problem is a site built in a page builder that ships half a megabyte of JavaScript to render a paragraph.

Where this shows up: Housing Disrepair Claims UK