Editorial architecture
Hierarchy of pages, messages, evidence and calls to action based on visitor intentions.
My work
Websites and customer journeys
Create a website people understand before you explain it.
Messages, evidence and interactions work together to turn a visit into a clear next step.
Evidence before promises
Clarify a demanding offer without oversimplifying it.
A service website designed to clarify a consulting offer and structure appointment booking.
View the case study Clément Velten ConsultingThe journey
A page needs to do three things.
See
Convey the visual identity, standards and nature of the offer at first glance.
Visual direction, rhythm, hierarchy and evidence work before the first click.
Understand
Reduce the effort needed to connect a need to a solution.
Editorial architecture, content and interactions support understanding without overloading the page.
Act
Make the next step natural, useful and proportionate to the commitment required.
Contact, book, qualify an enquiry or continue to specific content.
Other situations
Journeys designed around the context.
What I handle
From the message to launch.
UX and interfaces
Responsive journeys, components and states designed to stay clear on mobile and desktop.
Development and integration
Build the website, connect useful tools and prepare a controlled launch.
Measurement and improvement
Conversion events, checkpoints and a foundation for improving the journey.
Useful questions
What to know before deciding.
Can you take over an existing website?
Yes. Work can start with an assessment of the website, content, journey and technical constraints to decide what to keep, fix or rebuild.
Do you also work on content?
Yes. Editorial structure, message hierarchy and content needed for the journey are part of design. The writing scope is agreed during scoping.
Is SEO included?
Technical foundations, page structure, metadata and internal linking are included in the design. A wider content strategy can then be developed around search queries and available data.
Your project