Website examples

Mourne Made

Why it’s yours.

A hotel site and a food-bar site shouldn’t work the same way. Here’s how to see which kind of site you need — without picking a template.

These are drawn plates — grey blocks and margin notes, no business names, nothing to pick, price or download.

Is this where I want to wake up?

a placeThe essence lives in the grounds and the building.

In the build: expands the arrival into the full first screen · see Part 1 on How it’s made

What does the visitor buy?
A stay. Every other line on this plate follows from that one.
What is the first screen for?
Is this where I want to wake up? The grounds and the windows answer before any word does.
What does the action ask?
The dates and the party — the two things a stay is made of, asked on the page.
What must stay current, and where does that live?
The season's occasions go stale weekly, so they live at the source. The rooms don't move.
What is worth staging?
Atmosphere — the windows lit at dusk. The stay, shown at its best moment.

What's on today, and until when?

a counter businessThe essence lives in appetite and the week's rhythm.

In the build: places today’s board and the week’s rhythm on the street · see Part 2 on How it’s made

What does the visitor buy?
A meal — often decided from the street, often today.
What is the first screen for?
What's on today, and until when? The one question, answered before the scroll.
What does the action ask?
Nothing. The page shows the week and the walk-in — the deciding happens on it.
What must stay current, and where does that live?
Today's board and hours live at the source that stays fresh. The week's rhythm is the page's.
What is worth staging?
Appetite — one dish, steaming, at its best moment.

When would I open this?

a productThe essence lives in the moment the product is for.

In the build: makes the stock readable before the price · see Part 3 on How it’s made

What does the visitor buy?
A jar — something opened at a table, not an account to manage.
What is the first screen for?
When would I open this? The moment the product is for comes before the price.
What does the action ask?
Where to find it near you — the stockists and the market days, not a basket and a login.
What must stay current, and where does that live?
Live stock and market days move weekly, so they live on the feed. The moment doesn't move.
What is worth staging?
The table — the melt. The product doing the one thing it was bought for.

Can they see us, and soon?

a care practiceThe essence lives in emotion under management.

In the build: puts the action in front of the worries · see Part 4 on How it’s made

What does the visitor buy?
Relief. Somebody arrives worried; the page's job is to worry less than they do.
What is the first screen for?
Can they see us, and soon? Reassurance before the list of services.
What does the action ask?
Who needs seen, and when — with the emergency route unmissable, never behind a form.
What must stay current, and where does that live?
Today's availability moves with the diary; the phone holds it. The page holds still.
What is worth staging?
Reassurance — the safety net, stated plainly. The calmest plate here, on purpose.

Do they know their stuff, and can they fix mine?

a tradeThe essence lives in access and expertise.

In the build: brings the track record out of the footer · see Part 4 on How it’s made

What does the visitor buy?
A ride — the fixed bike, the right tool, the job done.
What is the first screen for?
Do they know their stuff, and can they fix mine? The record is the first line.
What does the action ask?
The job and the week you need it — two fields, no account.
What must stay current, and where does that live?
The queue moves daily, so it lives at the counter. The page holds the expertise.
What is worth staging?
Freedom — the open road. The thing the fixing is for.

Two of these, or none of them.

A gallery sells a product and is a place. A farm shop is counter and product at once. A chamber, a club, a charity are none of the five.

Naming yours is our job — and naming it wrong is how you get hotel moves on a food bar. You don’t need to fill in a form about it.

Your turn

You don't need to know your kind of site.

Send the link. Spotting what kind you need — and what it's asking for — is the first thing we do, before anything gets drawn.

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