If Content Is King, Coherence is Queen.
Although great design is complimentary to a strong website, your motive should be to guide your customer to fulfill what it is they sought to accomplish in the first place. A company that has conflicting associations and convoluted rationale on their website will deter its audience members. A story that feels correct in time will convey a strong sense of truth and authenticity to your brands message. With clean, uncluttered, and clear-cut stories; we have the ability to soothe and assuage the viewer of this digital generation from their otherwise critical and already suspicious minds.