Every finished site hides the four decisions that made it. Fieldwork, layer by layer.

The hardest was the second stage. If the page does not sell with black type on white, colour will not save it.

Which stage would you have stopped at, and what would you have changed?

Exactly. A strong structure and clear messaging should come before colour and visual effects.

I've been working on Cervia, a @Framer website for a single product. A good single-product site combines the landing page and the store in one page, so the call to action is the purchase itself. Visitors learn what the product is, see why it’s better, and add it to the cart without leaving the page.

The challenge is making one page do both jobs. It has to look like a landing page, with room to explain the product and show it well, and still work like a store product page, with the price, colors and Add to cart always close at hand.

Every extra step between arriving and paying loses some buyers, so I kept the steps to a minimum.

This is so well put Heron! 🔥 Single-product site logic is spot on - landing + store in one page removes friction, CTA is purchase itself. No wandering around. Visitors learn what it is, why it's better, add to cart without scrolling through 5 pages - that's conversion gold!...