Your website has a job to do.
Looking good is only one part of it.
Most websites we’re asked to rebuild look fine. They fail commercially — because nobody wrote them around a job. BrightLabs designs websites around positioning, user journey, conversion, technology and search. In that order.
A nice website that doesn’t sell is still a failure.
Design awards don’t pay salaries. A beautiful site with a confused message, an awkward journey and no analytics is a portfolio piece — not a business asset.
Before we design a pixel, we work out what the site is actually for. What does someone need to feel in the first eight seconds? Where’s the confidence-building happening? What’s the one thing we’re asking a visitor to do?
The design does its best work in service of those answers — not in place of them.
Eight ways to interrogate any business website.
Click any dimension below to see what we look at. This is the framework we use on every website audit — free with any project conversation.
What does the top of the page tell someone in the first eight seconds?
If the visitor can’t say what you do, who you do it for and why it matters within a first look, everything below the fold is wasted. Most sites hide the answer behind a slider.
What a good business website is actually for.
- Job 01Say the right thing, fast.
Positioning at the top of the page — not somewhere on an About we hope people find.
- Job 02Build confidence.
Selected work, real names, real URLs. Nothing invented, nothing generic.
- Job 03Guide the sceptic.
A secondary path for the reader who isn’t ready to convert on the primary CTA.
- Job 04Make the ask clear.
One primary next step per page. Two at most. Never four buttons of equal weight.
- Job 05Answer the objection.
Pricing, timelines, process — the questions people are already thinking. Answered without being asked.
- Job 06Feed the marketing.
Landing pages, campaign pages, tracked forms. The site earns its keep as the destination for every campaign.
- Job 07Run on real software.
Fast, secure, editable by your team. Not a fragile assembly of plugins one update away from breaking.
Websites, in all their real shapes.
- →Business websitesPositioned, converting, editable — the workhorse.
- →Landing pagesCampaign destinations designed to convert one specific visitor.
- →eCommerceShopify, headless commerce or bespoke where it earns it.
- →Bookings & membershipsStripe subscriptions, class bookings, member portals.
- →Digital experiencesProduct launches, interactive brand pages, editorial features.
- →PortalsClient, candidate, provider — signed-in experiences on your own stack.
- →CMS-driven marketing sitesMulti-page, multi-editor, structured content — not a WordPress mess.
- →Progressive Web AppsApp-like installables where the audience lives on their phone.
Five things we settle before we open Figma.
- 01Positioning
The one clear thing this site needs to say. If we can’t articulate it in a sentence, we don’t start designing.
- 02Customer intent
What state of mind is a visitor arriving in? Comparing, searching, doubting, ready?
- 03Information architecture
Where does each piece of the story live? Which pages exist to sell, which exist to support?
- 04Conversion path
The primary journey for the buyer. The secondary path for the sceptic. The tertiary route for the returning customer.
- 05Technology decisions
CMS choice, hosting, integrations, analytics stack, tracking model. Boring, decided upfront, saved for the last.
When we’d tell you to keep what you’ve got.
A commercially honest answer beats a big invoice. Here are four situations where we’d recommend fixing something else first.
- You’ve got great traffic and terrible conversion.
You don’t need a new website. You need better copy, a clearer offer and honest conversion tracking. A rewrite of three pages will usually outperform a rebuild.
- Your positioning is unclear.
A new design won’t fix a message that doesn’t exist. Fix the positioning first, then decide whether the current site can carry it or whether it needs a rebuild.
- You’re not tracking anything.
Rebuilding a site with no baseline is a coin flip. Get proper tracking on the current site for a month. Then you know what to protect and what to change.
- The site works, the paid isn’t.
If Google Ads or Meta is underperforming, that’s a campaign, targeting or landing-page problem — not a rebuild.
Live URLs. Judge the work.
Scope drives price, always. £1,200 is the entry-point for a well-crafted, well-positioned business site — landing page, small business site, or campaign destination.
More complex builds — eCommerce, memberships, integrations, custom software behind the website — are quoted after discovery.
No off-the-shelf packages. Every engagement is scoped after a proper conversation about what actually needs building.
Full websites serviceShow us what you’ve got.
Send us the current site and tell us what isn’t working. We’ll come back honestly — sometimes with a rebuild plan, sometimes with a much smaller fix.