Capabilities
Web and digital experience: judged by what happens after the click
The ten capabilities, and what every surface owes
Every surface owes
Surfaces people visit
- Marketing WebsitesIn-depth pageEvery page makes a claim, proves it and offers a next step.
- Landing PagesIn-depth pageOne page that keeps one ad's or email's promise.
- Content PlatformsIn-depth pageContent stored as pieces, shown wherever it belongs.
- Ecommerce ExperiencesIn-depth pageOrders that know the customer and reach the operation.
Surfaces people work in
Shared parts
After the click is where most sites stop
- 7:42 pmpage.landedNo-heat page, from a search for “furnace not heating riverside”
- 7:43 pmarea.checkedRiverside: served
- 7:45 pmbooking.submittedR-102, Tuesday 8–10 am, phone number kept on the request
- 7:45 pmschedule.heldTuesday 8–10 am held for R-102 until the coordinator confirms
- 8:05 ambooking.confirmedCoordinator confirmed; text sent to D.P.
Four questions every page answers
01
Can it be found?
By search, by link, by the menu
A page nobody reaches does no work. Structure, page titles and links decide who arrives.
02
Is it understood?
In the visitor's words
The page says what it is, who it's for and what happens next, before anything clever.
03
Can everyone use it?
Any phone, keyboard, screen reader or zoom
Fast on a mid-range phone and usable without a mouse or without sight. Checked, not assumed.
04
Does it reach someone?
What they did lands somewhere
A booking, an order or a question arrives where someone acts on it, with the page it came from.
Start with what the site fails to do
Marketing Websites
“The site doesn't know our business”
Connect it to the systems that hold your services, reviews and schedule.
Web Performance
“Pages are slow on phones”
Set a budget for what visitors see first, and keep every page inside it.
Landing Pages
“Ads send people to the homepage”
Give each campaign a page with one job and one action.