Before you build (or rebuild) your website, pause and ask yourself one crucial question:
👉 “What’s the ONE action I want people to take when they land here?”
Most brands skip this step.
They jump straight into:
🎨 Colors
🔤 Fonts
📐 Layout inspo
All the fun stuff.
But here’s the hard truth:
Without clarity on purpose, design becomes decoration.
At @Mortar Metrics, we’ve worked on over 25 brand and web launches. And here’s the pattern we see over and over:
✨ Good websites don’t just look good. They move people to act.
But too often, brands tell us:
➡ “We want it to feel premium.”
➡ “We want to showcase all our services.”
➡ “We want something bold and different.”
Cool. But... what’s the point?
If you’re not clear on the action, your visitors won’t be either. And when that happens? They scroll. They get confused. They leave.
💡 Want to make sure your site drives action? Here’s what we recommend:
1️⃣ Choose ONE primary CTA per page.
Keep it focused. One page = one job.
2️⃣ Use your above-the-fold space smartly.
Tell visitors who you are, what you do, and why they should care—fast.
3️⃣ Simplify your navigation.
Less is more. Keep it clear, not cluttered.
4️⃣ Design with flow in mind.
Assume nothing. Guide your user from start to finish with purpose.
5️⃣ Make every design choice support the CTA.
If it doesn’t lead somewhere, it’s just noise.
🎯 Feeling like your website’s just... there?
Let’s fix that.
Whether you’re planning a refresh or starting from scratch, we’re happy to share what’s worked (and what hasn’t) across 25+ real projects.
Keywords included: website strategy tips, effective CTA design, web design best practices 2025, website conversion optimization, UX strategy, small business website design, how to build a high-converting website, Mortar Metrics web design.