Website Experiences

Give people a clearer way forward.

Your website can be easier to use without replacing everything behind it. I look at where visitors lose their way, then help reshape pages, build what is missing and test useful changes. The starting point is what people need to do, and what your business needs the website to support.

Tell me what you want to change

Have a preview code?

Open the website concept prepared for your review.

Build or reshape the right website

A new website is one option. Sometimes the more useful work is making the existing one clearer, easier to navigate and simpler to maintain.

Structure and navigation

Organize information around the questions visitors bring. Clarify page relationships, service explanations and next steps, while preserving useful content and the parts of the current setup that already work.

Pages and website builds

Create a focused landing page, restructure a larger site or build a new website around an agreed scope. Responsive layouts, readable content and working links are part of making the experience usable across desktop and mobile.

Test a useful change

An experiment starts with a question worth answering. We agree what success means, which visitors are eligible and how exposure is counted before comparing results. A click is not the same as a completed enquiry.

A/B testing

Compare a bounded change to a page, message or call to action. Keep the original available, check that measurement works and decide in advance what would justify keeping or rolling back the change.

Multivariate testing

Explore combinations when traffic and the question support a larger test. If the audience is small, fewer variants or direct usability fixes may be more useful than splitting visitors across several combinations.

Make personalization relevant

Real-time personalization should help someone take a useful next step. It needs an agreed purpose and reliable signals, rather than changing a page simply because a tool can.

Relevant experiences

Define when content, a message or a next step should change. Use information the existing setup can support, within the permissions and consent agreed for the work. Any new data or connection needs its own scope.

A dependable default

Keep a clear experience for visitors when a signal is missing, consent is unavailable or a rule cannot be evaluated. Test the default alongside the personalized version, including how each behaves on mobile.

Keep improvements working

Build, Fix and Run apply here too: add the missing experience, resolve a confusing or unreliable one, and care for the result after launch. That can include checking links, forms, content and agreed measurements as the website changes. AI can help prepare website updates and first drafts; I check the work, and we agree what runs automatically and what needs a person's approval.

Start with the change you need

You don’t need a finished brief.

Send the website address, what you want people to do and anything that feels confusing or difficult today. Include the current tools, timing and any constraints you already know. A short outline is enough to begin scoping the work.

Talk to Rafael How Build · Fix · Run works