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Simple. Understate.

(3 minute read.)

Less of this, and none of that.

I've deliberately chosen a simple site structure and design… mostly text-based and with few graphics, to present relevant info without distraction.

Strictly no-frills, it's not too hideous.

And with most of the words spelled correctly it'll do.

The design and structure is 'mobile-first'. Huh?

Years ago, sites were primarily designed for viewing on desktop/laptop, with a radically simpler variant (in which various images and other elements had been removed) for mobile viewing (because on mobile, access speeds were low and various stuff didn't work).

But things have changed, dramatically… mobile/tablet (rather than desktops/laptops) has increasingly become the way in which the web is accessed (it's reported than apparently more than 70% of people will access the internet solely with their phones in 2025).

And so designing for 'mobile first' (rather than desktop/laptop) has become the de facto methodology.

But often though, mobile-first sites are simply slimmed variants lacking the visual appeal of their desktop/laptop counterparts…

  • Desktop/laptop are often multiple column, mobile is usually single column.
  • The fixed navigation menus of desktop/laptop disappear on mobile, replaced with the word 'menu' (or three horizontal lines) to trigger 'fly-out' elements.
  • Physically large and/or complex images are absent.
  • Often, design which works well on desktop/laptop doesn't on mobile… for example, pricing tables, which on mobile can't be displayed side-by-side for comparison as they are on desktop/laptop.

And so sites can look very different when viewed on mobile rather than desktop/laptop, which can be needlessly confusing when a user views a site on a different device.

Not here… structure and design is such that the site looks almost identical when viewed on various devices… the only thing which varies is that two navigator menus switch from horizontal (desktop/laptop) to vertical (mobile).

Visually, graphics are kept to a minimum and colors are muted. This is a website, not a Nascar racer.

In terms of structure, there are relatively few 'what now?' on-screen options to clutter and expand menus… content is logically organised in clearly labelled (and understandable) categories - to enable easy drill-down to progressively more specific information. (Example: Fyi » Legal » Terms)

And the single column is purposefully 'start at the top and finish at the bottom'… minus 'hop around somewhere else' options and distractions.

  • Simply, pages are designed to be read like a book rather than glanced at and skimmed like a newspaper/magazine.
  • And they're short and paginated, no 'three-feet long 'when will this ever end?' scrolling.

In terms of content, it's all very dialed-down… no hype, and hopefully nothing too-salesy.

Consider it a 'demo tape' interim conversation-opener prepared for prospective partners, associates, and anybody else who may be interested.

There's a distinct absence of 'car chases and explosions'… the attention-getting headlines, big bold 'get it now!' call-to-action buttons, and the plethora of other stuff which is often used to… ahem… 'guide' readers.

I'm fully aware that to some this'll come across as dull and boring.

Oh well, such is life. I can live with the crushing disappointment.

Seriously though… I'm genuinely not bothered, because most of those with whom I do business understand and welcome this stance.

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