Stop trying to be all things to all people
Answer a primary audience’s core question first and give secondary services distinct routes. The homepage should guide rather than contain everything.
Putting planning and trade-offs into practice
Planning connects business goals to customer tasks and prioritised pages and functions. Separate confirmed needs, research hypotheses and future ideas.
Checking the result
Give near-term work inputs, an owner and an inspectable result before deciding the next step. Retain reasons for rejecting alternatives.
