Published 1/12/2025
A website is leverage when it reduces effort, increases reach, and compounds returns. Anything less is a brochure.
Define the leverage point
Clarify the single business motion the site must strengthen—demand capture, sales acceleration, or product adoption. Design everything around it.
Engineer authority signals
Schema, proof assets, and decisive messaging reduce perceived risk. Build them into templates so every page carries weight.
Instrument everything
Track events, funnel drop-offs, and content performance. Decisions without measurement default to opinion.
Takeaway
Treat the site as infrastructure with an owner and roadmap, not a campaign artifact.