The homepage has to be real.

A picture of a website is not a website. You cannot tap it. You cannot see if the type holds on a phone in the sun. You cannot tell if the quote button is where a thumb actually lands.

So we do not start with forty screens of pretend. We start with the homepage, as a live page, on a private link. You open it on the desk and in the hand. If that front door is right, the rest of the site follows the same hand. If it is not, we keep going until it is.

This is slower on day one and faster on every day after. You are not signing off a fiction. You are walking through the actual door your customers will use.

Nexus, Phillips, Solar On — they all began that way. A homepage you could load. Then the inner pages, once nobody had to imagine them.