If you're an entrepreneur hunting for an agency to build your website, you've probably typed something like "How do I make my website stand out?" or "Why isn't my site bringing in clients?" into Google.
Maybe your site looks decent but feels like a ghost town - no leads, buzz, or connection. Sounds familiar? You're not alone.
Most businesses miss the mark because they treat their website like a digital brochure instead of a living, breathing extension of their brand.
At Artifact, we see it differently. A website isn't just code and colors - it's where your brand comes alive, meets your customers' needs, and drives actual results. We've spent years refining a process that blends strategy, creativity, and proven frameworks to make that happen.
In this post, we're pulling back the curtain on building websites that work - drawing from ideas we've chewed over with clients, inspirations like Palantir, and tools like Golden Circle and AIDA.
Buckle up - it's a deep dive, but it's worth it if you want a site that's more than just "pretty."
The Starting Point: Where Your Value Meets Clients' Needs
Let's kick things off with a core truth we live by: the best brands - and websites - live at the intersection of the value you offer and your customers' needs. It's not enough to know what you do; you've got to connect it to what keeps your audience up at night.
Say you run a logistics company. Your value might be efficiency; your clients need reliability. That overlap? It's your goldmine.
But it's not just about the practical stuff - what they need - but also about what they think and feel. Are they frustrated by complexity? Do they crave trust? We dig into those layers to make sure your website doesn't just solve problems but builds a bond.
This isn't fluffy - it's the bedrock of everything we do, from strategy to the final pixel.
Why, How, What: The Golden Circle Sets the Stage
So, how do we turn that intersection into a website? We start with Simon Sinek's Golden Circle - Why, How, What.
Most businesses lead with "What" - "We sell software" or "We ship goods." But that's backward. The magic happens when you start with Why. Why does your business exist? What's the bigger purpose? Then comes How - your unique approach - and What - the tangible offer.
Imagine you're a tech firm. Your "Why" might be, "We exist to turn chaos into clarity." Your site's homepage could lead with that vibe - think bold visuals and a tagline that hooks.
"How" might be your proprietary process; "What" is the product itself. This isn't just a feel-good exercise - it gives your website a soul, something customers latch onto before they even see your pricing.
Positioning Drives Messaging, Messaging Drives Content
Next, we layer in a flow we've honed over time: positioning informs messaging, messaging informs content. It's a chain reaction that keeps your website tight and purposeful.
- Positioning: Where do you stand in the market? What makes you you? Are you the simplest solution, the boldest innovator, the trusted partner? This is your stake in the ground.
- Messaging: What do you say to prove it? These are your key phrases, your tone, your voice. If your positioning is "the simplest solution," your messaging might be "Cut the clutter, get results."
- Content: This is where everything comes to life—every headline, image, and button. Your homepage might feature a no-BS explainer video, your blog might unpack customer pain points, and your CTA might scream, "Start Easy."
The result? A site that's not a random mashup but a story - your story - told with intent.
Learning from the Best: A Palantir Playbook
Need proof this works? Look at Palantir - a tech giant we've dissected for inspiration. Their site nails this flow.
Positioning? Elite problem-solvers for data chaos.
Messaging? "We help you see what matters."
Content? Case studies like optimizing Heineken's supply chain or aiding government intel, paired with sleek visuals and a minimalist vibe.
It's not loud - it's confident. Their "Why" (making the world make sense) shines through, and every pixel backs it up. We don't copy them, but we borrow that clarity and purpose for your site.
Give Your Brand a Face: Brand Archetypes
Your website shouldn't just talk - it should feel like your brand. That's where Brand Archetypes come in. Are you the Hero, saving clients from tough spots? The Sage, dropping wisdom they can trust? The Explorer, sparking adventure? We pick one that fits, then weave it in.
A Hero site might hit hard with bold reds, action shots, and "Solve It Now" buttons. A Sage? Clean lines, white space, and thoughtful blogs. This isn't random - it's how we ensure your audience feels you the second they land. It ties back to our thoughts and feelings - your site becomes a vibe, not just a tool.
Solve Their Job: Jobs-to-be-Done
Here's a shift in thinking: your customers don't buy your service - they "hire" it to do a job. The Jobs-to-be-Done framework helps us nail that. What job do they need done? Saving time? Feeling secure? Looking pro? Your website becomes the hire.
If their job is to "look pro without breaking the bank," we might build a sleek site with budget-friendly vibes - think testimonials screaming, "We went from scrappy to sharp." It's not about features; it's about outcomes. Your site stops being a showcase and starts being a solution.
Lead Them to "Yes": The AIDA Model
A website that doesn't convert is dead weight. That's why we use AIDA—Attention, Interest, Desire, Action—to guide users from "Huh?" to "Hell yes."
- Attention: A killer headline or visual - like "Stop Losing Customers" with a bold hero image.
- Interest: Pain points they recognize - "Tired of sites that don't sell?" - mixed with your approach.
- Desire: Proof it works - client wins, stats, benefits like "Double your leads in 30 days."
- Action: CTAs that don't mess around - "Book a Call" or "See the Plan."
Every section of your site follows this. It's not chaos—it's a journey.
The Process in Action: More Than Just Design
So, what does this look like in practice? It's not "pick a template and go." We start with workshops - nailing your "Why," your positioning, your archetype. We map what your customers think and feel and what jobs they need done. Then we craft messaging that hits home and content that delivers - homepage, about page, blog, you name it. We prototype, test, tweak.
Think UX that feels effortless, SEO that gets you found, and design that screams you. It's strategic, collaborative, and built to last.
Why It's Worth It
If you're Googling "how to build a website that grows my business" or "why doesn't my site convert," here's the truth: a site without this kind of thinking is a shot in the dark.
You don't need another generic page - you need a digital heartbeat for your brand. One that reflects your value speaks to their needs and turns clicks into clients. That's our gig at Artifact.
We don't just build websites; we build brands that win online.
