I told a service business owner last week that the thing they were most excited about for their new website was the thing I'd cut first. They came in wanting animations, scroll effects, a video background. And I get it - when you're finally investing in a new site, you want it to feel like one. But what their site actually needed was painfully simple. A clearer headline. Contact details above the fold. And a much shorter form. These changes don't feel exciting. They might even feel too simple to pay for. But this is the job. Yes, we build what the client wants. But the much harder part is being honest about what their customers actually need. Most of our best-performing websites don't wow the owner. But they will most likely just make it very easy for their customer to understand what the business does and how to reach out.