6 min read
A confusing B2B website often reflects a positioning problem upstream. Before redesigning pages, establish one story the company can repeat across product, sales, and marketing.
NORTHSTAR NOTES
Practical notes on B2B positioning, websites, launches, and motion.
Written to be used: frameworks, decisions, and implementation details rather than trend commentary.
LATEST NOTES
03 EDITORIAL NOTES
6 min read
A launch campaign ends. A launch system leaves behind reusable narrative, page, proof, and creative components the team can adapt for the next release.
6 min read
Motion should help a visitor understand hierarchy, state, or connection. If it does not change comprehension, it is decoration with a performance and accessibility cost.
SEE THE THINKING APPLIED