Your menu is not the place to make customers solve a riddle. Clear navigation helps visitors understand what you offer and where to go next, even when they have never heard of your business before.

A good icon helps someone understand an action quickly. A confusing icon adds a tiny guessing game to your website. Before choosing a whole set, make sure the symbols communicate clearly and work together.

A useful plugin solves today’s problem. A thoughtfully extensible plugin also gives future changes a clear place to belong. That can reduce the temptation to edit core plugin files whenever a site needs a slightly different behavior.

A nonprofit website has important work to do: explain the mission, help supporters participate, and make the next step clear. A dramatic hero image is optional. A trustworthy, usable donation and volunteer experience is not.

You do not need seventeen subscriptions to publish a useful blog or run a small business website. Start with the jobs that need doing, then choose a manageable set of tools. A smaller toolkit is easier to learn, budget for, and maintain.

These are the words we live by in everything we do. Every story we tell, every brand we build, and every interaction we create must not only look beautiful. Since 2015 I have been a visionary and a reliable software…