I keep seeing the same issue on complex website projects. On a call, the product makes perfect sense. The team explains it, answers a few questions, and everything clicks. But then you open the homepage and have to piece it all together yourself. Internal language. Five features fighting for attention. Long explanations before you even know whether the product is meant for you. It’s understandable. When you know a product inside out, it’s hard to see it with fresh eyes. You already have all the context, so you naturally explain it from the inside out. A potential client doesn’t have that context. They’re trying to answer four simple questions: What is this? Is it relevant to me? Why should I care? Can I trust it? That’s why I rarely start a complex website with colors or typography. First, I work out what the visitor needs to understand - and in what order. Clarity isn’t about pretending the product is simpler than it is. It’s about introducing the complexity at the right moment.