Before the first part
An empty page.
Keep scrolling — the build follows you. Five parts, in the order they are built.
Mourne Made
How it’s made.
Scroll and watch one page get put together — each part there because of something a visitor actually needs to do.
This is a drawn build — grey blocks, no business names, nothing to pick, price or download.
The build.
- A door that opens, and a first screen that answers. Before it is anything, a site is somewhere a visitor can arrive — and most arrive with one question. Open now? Where? Is this the right place?
- The name over the door. The biggest name on the site is yours. Suppliers get one confident line.
- The stock, readable. What you sell, as it is read on a phone — a page, not a file.
- An action with a mechanism, and the reason to use it. Two fields — the date and the number of people — placed in front of your worries, with the thing you'd say in ten seconds at the counter on the first screen instead of in the footer.
- The honest handoff. The page keeps what doesn't go stale, and hands today to the source that is always fresh.
- The stop. Up to here, every good site is the same site — past here, it has to be yours.
The building version needs JavaScript with motion allowed; this plate is the same argument, settled — every part numbered, in the order it was built.
Walk it again
Five parts, annotated.
The build, slowed down — each part with the question it answers, the check you can run on your own site, and what goes wrong without it. Replay any arrival.
open now? where? right place?
A door that opens, and a first screen that answers
Does your first screen say whether you're open now, and where you are — with no account in the way?
Stopsthe login at the doorthe dead end“are you open?” left unanswered
whose shop is this?
The name over the door
Is your own name the biggest one on the page?
Stopsthe supplier's name in the biggest type
what do they sell — readable here?
The stock, readable
Can someone read what you sell on a phone, without opening a file?
Stopsthe menu locked in a file
can i ask about the 14th?
An action with a mechanism, and the reason to use it
Can someone ask about a date on the page itself — and is your best reason the first thing they read?
Stopsthe bell with no clapperyour worries in front of their questionthe best thing about you in the footer
is this still true today?
The honest handoff
Does your site say what is current today — and where the always-fresh version lives?
Stopsthe stopped clock
The stop
Up to here, every good site is the same site.
Past here, it has to be yours.
The next part is a colour, a typeface, a photograph — a first screen drawn for one business at one hour. Grey has nothing to offer it, so the build stops here. The plate still seats; nothing on it is anyone's yet.
The test this part has to pass is the swap test — try it on Where it fails.
Take it with you
Check your own site against the five parts.
One question per part, in the order they were built. Any “no” is a part a visitor is already missing.
- 01Does your first screen say whether you're open now, and where you are — with no account in the way?
- 02Is your own name the biggest one on the page?
- 03Can someone read what you sell on a phone, without opening a file?
- 04Can someone ask about a date on the page itself — and is your best reason the first thing they read?
- 05Does your site say what is current today — and where the always-fresh version lives?
Your turn
Send a link. We'll tell you which parts you already have.
Most sites have some of the five. We'll name the ones you have, fix the worst gap as a free before-and-after, and show you both. No obligation.
Request a free before-and-after