A website is not a brochure you happen to host.

Companies still brief websites as if they were printed folders: put the logo big, list the services, add a form. Then they are surprised when nobody writes.

A brochure is shown to someone who already agreed to a meeting. A website is shown to someone who can leave without being rude. That difference should change every decision — type size, order of arguments, what we ask for first.

The useful question is not “does this look modern?” It is “what should a stranger be able to do in the next forty seconds?” If the answer is vague, the site will be too.

ISTIFANO starts there. The look comes after the job is named.