This presentation is an attempt from a design-challenged business owner to convey his design preferences to his Chief Branding and Design Officer. I will share the results when the site is finished.

1. Rapidan
Strategies
Website design
brief

2. 1. Website should communicate that we are competent sales and
marketing thought leaders that can help businesses grow.
2. Website should be structured to make it easy for our target
audience to get the information they want.
3. Website should be designed for conversion (lead generation.)
Design Principles

3. Style preferences
For design consideration

4. Classic Style
1956 design still relevant 50
years later

5. Classic Style
1956 design still relevant 50
years later

6. Style with form and
function
Great style that works and adds
value

7. Conversion-centered
design
Designer Brief

8. Design visual cues for
conversion
Directional cues draw the eye to
conversion path

9. Design visual cues for
conversion
Directional cues draw the eye to
conversion path

10. F-pattern and Z-
pattern
Western cultures access websites
in Fs and Zs

11. Use contrast
Use contrast and eye-catching colors
for conversion

12. Great resource
http://get.unbounce.com/conversion-
centered-design-guide/

13. Budget
Designer Budget