In the creative industry, we see the same problem over and over again:
A brand has great aesthetics, but the website doesn’t know what it’s trying to say.

The homepage becomes a collection of beautiful sections with no clear direction.
Not because the design is bad, but because the structure is missing.

The good news?
You don’t need to invent anything new. There are layout formulas that work consistently, especially for creatives, studios, and service-based brands.

Here are three we use most often, and they rarely fail.

1. Hero → Proof → Offer

(or: say who you are, show you know your stuff, then sell)

This is the cleanest and most underestimated structure.

Hero section
Within the first three seconds, the visitor should know:

• who this is for
• what you offer
• why they should care

No poetry. No “we create meaningful experiences.”

Proof
Next comes validation:

• references
• projects
• brands
• results
• social proof

If you’re a creative brand, visuals do a lot of the work here, but only when they have context.

Offer
Only then do you clearly state:
what can be booked, bought, or started.

This structure works because it follows how people actually make decisions.
First they understand. Then they trust. Only then do they click.

2. Problem → Process → Outcome

Ideal for educators, consultants, and studios

This layout is perfect for brands that sell expertise, process, or experience.

Problem
The visitor needs to recognize themselves immediately:

• “Yes, this is my problem.”
• “Someone finally gets it.”

Process
This is where you show how you think.
You don’t have to reveal everything, just enough to prove you have a system.

Structure. Steps. Logic.

Outcome
Not what you do, but:

• how it feels afterward
• what changes
• what’s different

Creative brands often skip this part, and this is exactly where conversions happen.

3. Editorial Grid

When aesthetics carry the brand, but clarity still matters

Our go-to structure for:

• studios
• premium brands
• cultural and creative projects

Big headlines.
A clear grid.
Plenty of breathing room.

But, and this is key, with a strong hierarchy.

An editorial layout isn’t “everything is art.”
It’s:

• controlled
• structured
• intentionally calm

It works because it communicates confidence.
The brand doesn’t shout. It knows who it is.

Why These Formulas Work

Because they don’t try to outsmart the user.

They:

• reduce cognitive load
• guide the eye
• deliver information at the right moment

Good layout isn’t creative chaos.
It’s quiet logic working in the background.

That’s the difference between a website that looks good
and one that actually works.

If you’re a creative brand and your website feels like it’s “not quite doing its job,”
the issue is rarely the design; it’s almost always the structure.

And structure can always be fixed.