Insights & editorial

Thinking in systems and code with aesthetics.

Laptop displaying a page with a ceramic vase, on a counter surrounded by handmade pottery and plants.

Marketing3 min read

How to build a business website: decisions before the layout

Set a clear purpose, prepare useful content and agree on responsibilities. Then test the entire enquiry process before launch.

Tiago F Santiago

July 19, 2026

Printed brochure and tablet with light and dark layouts and the same architectural photograph, on a stone counter.

Marketing3 min

Company websites: when they help a customer make a decision

Understand what a company website should explain and when a simple page, an online shop or a separate customer system is the better fit.

Phone displaying a product page beside the light fabric-covered notebook shown on its screen, on a wooden table.

Marketing3 min

Landing pages: connect the ad’s promise to the enquiry

Build a landing page around one clear offer, answer practical questions before the form and evaluate the enquiries that actually reach your team.

Calculator, pencil and three stacks of page studies on gray felt, with a lime-green marker.

Business3 min

How much does a website cost? Compare scope and upkeep

Compare website proposals by separating production, content, integrations and recurring expenses, with a worked example rather than invented market rates.

Monitor, tablet and phone showing variations of the same editorial layout, with photographs and lime-green accents.

Technology3 min

Responsive websites: what to test beyond a smaller screen

A responsive site must support reading, navigation and form completion on a phone. Test the content, controls and loading behaviour during a real task.

Conceptual arrangement of a long folded sheet on the left and separate pages on the right, with photos and lime tabs.

Design2 min

One-page or multi-page: let the content decide

Choose a website structure around visitor tasks, content depth and maintenance. A single URL can answer more than one search query.

Page sketches, photographic samples, a pencil and a paper roll arranged on a sunlit worktable.

Marketing2 min

Plan your website content before designing the layout

Map questions, evidence and ownership before writing pages. A content plan reveals missing information and keeps vague promotional copy out of the site.

Open magazine and tablet with black-and-white editorial layouts, architectural photographs and lime-green rules.

Design3 min

Editorial design for the web: shape the reading experience

Hierarchy, spacing, typography and images should help people understand. Review a page without turning every section into another visual effect.

Open kraft box with folded fabric beside a laptop displaying an order list, on a wooden table.

Business3 min

Launch an online store with the operation ready

Check catalog, stock, payment, delivery and support before launching. A useful test follows the order beyond the purchase confirmation.

Tilted phone with a checkout mockup, form fields and a lime-green button, beside a cup and packaging.

Marketing3 min

Review your checkout and understand abandonment

Investigate cost, registration, form fields and payment before redesigning checkout. Learn what to observe, test and measure to remove real obstacles.

Phone, payment terminal with a lime-green indicator, unbranded card and a paper strip on a pale counter.

Technology2 min

Pix and cards in a Brazilian online store: confirming the payment

Compare payment methods through the full customer journey and operation: confirmation, costs, expiry, cancellation and reconciliation.

Conceptual arrangement of stacked pale blocks and a carved wooden piece, separated by a lime strip in a stone tray.

Business2 min

WooCommerce or custom commerce: decide around daily operations

Compare catalogue needs, integrations, maintenance and staff autonomy. Start with the orders your store must actually process.