Information architecture
How the site is organised, what belongs on each page and how someone moves from first visit to enquiry. Decided before any visual design, so the structure serves the buying journey.
02 Express
Website Design
A website designed to move buyers, not just impress them
I design the structure, the pages and the motion around how your buyers actually decide, on a system your marketing team can extend long after launch.
What's included
Looking good isn't the same as working.
Plenty of B2B sites look fine and still underperform. Visitors can't find what they need, the value takes three scrolls to appear, and every page reads like it was written for a different company. Meanwhile your team can't add a new page without it looking off-brand, because no system was designed in the first place.
Design should make the decision easier for the buyer, and the next page easier for your team.
UX design
Wireframes and page flows built around the questions your buyers actually ask, in the order they ask them. Fewer dead ends, clearer next steps.
Creative direction
The look and feel that carries your positioning: art direction, photography or illustration approach, and the details that make the site recognisably yours.
Visual design & motion
High-fidelity pages and a component library, with motion used to guide attention rather than decorate. Everything designed as a system your team can reuse.
The process
How it works
Structure first
Sitemap and page-level architecture, agreed before design starts, so nobody is rearranging pages once they're beautiful.
Key pages
I design the pages that carry the most weight first, usually the homepage and a primary service or product page. Once the direction is right, the rest follows quickly.
The system
Everything is designed as reusable components, so the site can grow without a redesign each time.
Handover to build
Because I build what I design, nothing is lost in translation and nothing gets designed that can't be built well.
Who it's for
Built for teams who need the site to earn its keep
This suits marketing teams who are judged on pipeline, not page views, and who need a site their team can extend without a designer on call. It works best when your positioning is already clear.
If the story is still in flux, start with Brand & Positioning first.
Trusted by marketing teams at
My impact among modern B2B marketing teams
100+
B2B brands and websites launched, from seed-stage startups to established groups.
$700m+
Raised in funding by the companies I've worked with, including a $628M round.
25%+
Average increase in conversion rate within weeks of launch.
7 years
Partnering with B2B marketing teams on brand, websites and ongoing growth.
54%
Increase in form submissions
“What sets Ethan apart is that he designs and builds at the same time, so nothing gets lost in translation between the two. And the support didn't stop at launch. It's genuinely the most white-glove experience we've had, to the point where it felt like he was part of our team, not a vendor who disappears once the site goes live.”
Still have questions? Book a call and I'll go through your project with you.
faqs
Design typically runs three to four weeks, inside a full project of eight to twelve weeks from strategy to launch. Timelines depend on how many unique page types you need and how quickly feedback comes back. I'll give you a schedule with the proposal rather than a vague range.
Expect a kickoff, a structure review and two or three design reviews, with weekly check-ins in between. Beyond that, I work independently and bring you decisions rather than homework. The teams who get the most from it are the ones who consolidate feedback into one voice.
I audit what you have, keep what still works, and flag what needs rewriting. I'll design around real content rather than placeholder text, since pages built on lorem ipsum tend to break the moment the real words arrive. If content is a bottleneck, I can bring in a copywriter.
The design process is the same regardless of where the site ends up. Most projects are built on Webflow, though I also build with custom development when a project calls for it. The decision is made at the build stage, not the design stage.
Design that does a job.
Book a call and I'll look at your current site, where it's losing people, and what a new one would need to do.
Design done? The next stage is Build & Launch.
