The brand site and landing page

A web page is read differently from anything else. People scan before they read, in a rough top-down sweep, hunting for a reason to commit. So the page front-loads: the most important thing first, the headline and first lines carrying the whole promise, with the detail beneath for the reader who keeps going. The reader who reads only the top should still get the point.

Keep web pages tight. A landing page is not a sales letter, it is closer to a single strong argument with the air squeezed out. The skim path, the headline, the subheads, the few bold lines, should carry the case on its own.

There is one structural move worth stealing for an About or studio page. The instinct is to open with who you are and work toward what you offer. Invert it. Lead with what you can do for the reader, end with who you are. The reader cares about their own world first and yours second. The pitch comes before the presentation. By the time you tell them who you are, they already want to know.

For my own pages this means the hero states the bet and the openness, the thing the reader is wondering about, and the deeper "how I do it" lives on its own page rather than crammed into the opening. The hero earns the curiosity. The next page satisfies it.

INTERVIEW EWOUD: What does the very top of your main landing page need to say, the part a skimmer reads in two seconds? What's the bet, stated so they keep scrolling?

INTERVIEW EWOUD: For your About or studio page, what can you do for the reader that should come first, before any word about who you are?