An insurance broker wanted a website like the big players – Manhattan skyline, bold branding, the whole production. The problem: It didn't match reality. No large offices, no team of 50 people. I would have suggested something he couldn't deliver. And when a client calls and realizes the reality looks different, the entire website becomes counterproductive.
I don't design facades.

I design what's really there – just communicated better. So your ideal clients immediately recognize: This is the right place for me.

I wanted to be the perfect mix of everything that works in the market. Lots of effects, something for everyone, maximum leads. Completely overplayed. The problem: Even if I had gotten the leads – I wouldn't have been able to handle them. And more importantly: I had no clear vision of what I actually wanted to do.

Since then I know: Clarity beats quantity. Your website shouldn't appeal to everyone – but exactly to the people you really want to work with. That saves you time, nerves, and leads to better projects.

My own business coach advised me against this target group. "Too complicated, no budget, and when you think you're done, something new comes up." He wasn't entirely wrong.

But that's exactly what attracts me. These are people who are in the thick of life. Who want to change something – improve their environment, shake things up, support, inspire. That requires more sensitivity than selling a can of Coke.

If you want to move people rather than just sell products, you need a website that reflects that. I understand your work – and know how to make it visible online.

Two things: First having to click away three dialog boxes before I even get to the content. And then that loud aesthetic – stock images and colorful cartoon figures that look like they were designed for preschoolers. I don't feel addressed.

A website should first convey a mood. In the first 3 seconds, the visitor knows: I'm in the right place – or not. Mood plus the right tagline. That's all you need for the start. That's exactly what I create for you: A first impression that hits home.

An artist wanted a purist homepage. Not even a visible menu. That violates all conventional rules.

We divided his art into four categories – painting, photography, sculptures, texts. On the homepage you scroll through four blocks. Each block opens into its own directory. The structure became the menu.

The artist is happy, the site performs excellently, and his visitors stay longer. Sometimes you have to break rules to do exactly the right thing for you. No template – but your story.

Trust. Some clients want to collaborate intensively, develop together – I love that. Others say: "Andy, do your thing, I trust you." That works just as well.

What doesn't work: Micro-management. Or when someone has no time but still wants to control everything. Or sends 20 references saying "Make it exactly like this."

My best projects emerge with people who are ready to go their own way.
If that sounds like you – let's talk!