EPISODE · Jun 12, 2026 · 19 MIN
The 5 Website Principles Most Companies Get Wrong
from A Digital Strategy Podcast · host Symon Oliver, Marcello Gortana
In this episode: Clarity beats cleverness: define the goal and the KPI before the design Structure is the real UX: information architecture as the invisible foundation Speed is a design decision: real speed, perceived speed, and the three-second rule Building for the person who knows nothing about you, starting with ICP work Why AI-generated copy keeps missing the mark Every page needs one job, including the homepage as a traffic mediator Why the first step is always an audit against your ICP Chapters: 0:08 — Series recap and back to basics 1:15 — Principle 1: Clarity beats cleverness 3:50 — Principle 2: Structure is the real UX 6:00 — Principle 3: Speed is a design decision 8:40 — Principle 4: Build for the person who knows nothing 13:46 — Principle 5: Every page needs one job 17:17 — Recap and the first move: do an audit New episodes weekly. Subscribe on Spotify, Apple Podcasts, or wherever you listen. LinksYou can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
What this episode covers
The best-looking website in your category can still be quietly broken. It wins compliments, photographs well, and does nothing for the business that paid for it. Symon and Marcello get back to basics with the five website design principles most companies get wrong: clarity, information architecture, speed, copy that ignores the audience, and giving every page one job. Along the way they cover the homepage rebuttal (why a single CTA isn't always the answer), why AI-generated copy keeps falling short, and the one move to make before any redesign. A back-to-basics episode following our three-part series on design systems.
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The 5 Website Principles Most Companies Get Wrong
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