Behind the Build | Project 09 Every referral-based business I've built a site for teaches me the same thing: people don't need convincing, they need confirming. That's the mindset I went into this one with. No hard sell anywhere on the site, just clear answers, a real person behind it, and enough detail that someone already leaning toward "yes" doesn't second-guess it. I used to design every site to persuade. Lately I'm designing more of them to just get out of the way. Curious how others approach sites for referral-only or trust-heavy businesses, sell harder, or step back?