Project types
- Institutional websites
- Commercial websites
- Landing pages
- Microsites
- Campaign pages
- Capture pages
ConversionWebsites and landing pages
Your website should not just present the company. It should make the decision easier.
We bring together strategy, content, experience, design, SEO and conversion to build pages that communicate value and lead the visitor to the next step.
The assessment looks at the current site before proposing a rebuild — the problem is often smaller than it seems.
The problem
The site looks good. The visitor still does not know what to do.
Most sites that do not convert are not ugly. They are undecided: everything is presented with the same weight, and the whole choice is left to whoever arrived.
What is usually going on
- A carefully designed site where nobody understands what the company does in ten seconds.
- A value proposition diluted into institutional prose.
- Too much information competing for the same attention.
- Generic content that would fit any competitor.
- A page slow enough to lose part of whoever clicked.
- A poor experience on mobile, where most of the traffic is.
- Forms that fail, do not send, or reach nobody.
- No tracking: there is no way to know where the person gave up.
- A structure that makes the site hard to find in search.
- Nothing that reassures the visitor about who they are dealing with.
- Calls to action that are unclear or repeated without hierarchy.
- A site that does not talk to the campaigns bringing the traffic.
- The whole operation pushed onto WhatsApp, with no record and no stages.
What it costs
- Every media investment pays back less, because the destination wastes the click.
- Sales receives contacts who still have not understood the proposition.
- There is no way to know what to improve, because there is no way to know where it is lost.
- The company depends on individual conversations to explain what the site should explain.
A site that presents the company without helping the decision hands the visitor a job that belonged to the page.
How we think
Hierarchy is the most important decision in the project
A site converts when someone arriving understands, within a few seconds, what the company solves, for whom, and what the next step is. Everything else — identity, animation, depth of content — only works once those three answers are clear.
That makes hierarchy more decisive than aesthetics. Deciding what appears first, what comes after and what does not need to be on the page at all is a business decision, not a layout one. This is why the project starts with content and architecture, not with visual references.
It also changes what counts as finished. A site published without measurement is in production, not in operation: without knowing where people give up, any later change is guesswork.
- Content before layout
- Deciding what has to be said, and in what order, solves half the design problem before it exists.
- One page, one next step
- When everything is a call to action, nothing is. Conversion hierarchy has to be chosen, not accumulated.
- Published is the beginning
- The page goes live with measurement working, so the first round of improvement comes from data rather than opinion.
What it is
A conversion asset, not a presentation piece
In this area, websites and landing pages are pages built to communicate value clearly, remove doubt and lead the visitor to a defined action — with a technical structure that lets them be found and measured.
An institutional site and a landing page solve different problems. The site sustains a company’s permanent presence, has to be findable in search, and answers varied audiences. A landing page exists for a campaign, has a single objective, and is judged by a rate.
The choice between them — or both — comes from the diagnosis. Building an entire site when the bottleneck was a campaign page is expensive; using a landing page to carry a company’s permanent presence is fragile.
Scope
What is included
The composition depends on what exists today, the objective and the timeline.
Structure and content
- Information architecture
- UX and navigation flow
- Content
- Copy oriented to the decision
Direction and build
- Visual direction
- Responsive design
- Development of the pages
- Integration with the tools the company already uses
Search, measurement and evolution
- Technical SEO
- Preparation for answer engines
- Analytics
- Conversion events
- Optimisation based on what measurement shows
- Maintenance, when contracted
What is not included
- Custom systems
- Mobile applications
- ERP
- SaaS
- Platforms
- Marketplaces
- APIs
- Microservices
- Software engineering
- Internal systems
- A proprietary CRM
- Complex automation
- General technology development
Systems, software and proprietary technology projects are assessed by Centriu. Arte com Pimenta does not develop software — saying otherwise to avoid losing a project is the kind of promise that costs dearly later.
Not every project uses every item. Often the recommendation is to adjust the existing site rather than rebuild it.
Process
How the project happens
From objective to launch, with content defined before the design.
Diagnosis
Assessment of the current site, the traffic it receives, what measurement already shows, and where the loss happens.
Objective, audience and journey
What action the page has to prompt, from whom, and by which route that person arrives.
Architecture and content
Information structure, hierarchy, copy and wireframe — the decisions that define the project before any aesthetics.
Visual direction and build
Responsive design, development, integration with the tools in use, technical SEO and measurement implementation.
Testing and launch
Device checks, review of forms and events, publication and follow-up through the first weeks.
What depends on you
- Content information: what the company does, for whom, and what genuinely sets it apart.
- Your own material where it exists — photographs of work, team, product, service.
- Approvals within the schedule. Websites are the kind of project that stalls on a pending decision.
- Access to the domain, the hosting and the measurement tools.
- A decision about who answers the contacts the page will generate.
When it fits
When this area is the right step
Websites and landing pages address lost conversion, not missing traffic.
- When traffic is arriving and little conversion is happening.
- When the media campaign leads to a page that does not hold up the ad’s promise.
- When the site is not found in search for structural reasons.
- When the company has changed positioning and the site describes what it used to be.
- When sales needs somewhere to send people who are evaluating.
- When the whole operation depends on WhatsApp and nothing is recorded.
Limits
When the site alone does not solve it
A good page improves the conversion of what arrives. It does not make anyone arrive.
- When there is no traffic: a new site with no media and no search receives no visits.
- When the offer is not competitive — the page communicates better, but the proposition is unchanged.
- When nobody answers the contacts generated in useful time.
- When the real need is a system rather than a page. In that case, the assessment belongs to Centriu.
- When there is neither content nor original material, and the project would end up generic for want of raw material.
This is why a website usually comes alongside paid media or SEO: one solves the arrival, the other solves what happens after it.
Indicators
What starts being tracked
Measurement goes in with the page, not after it.
- Conversion
- Share of visitors who take the action defined as the objective.
- CTA clicks
- Whether the calls to action are being seen and used.
- Forms
- Completed submissions, and where filling in is abandoned.
- Qualified contacts
- How much of what arrives fits the profile, according to sales.
- Navigation depth
- Whether the visitor moves through the site or stops at the first page.
- Entry pages
- Where people arrive — it is not always the home page.
- Source
- Where the traffic comes from, and how each source behaves.
- Speed
- Load time, which affects both conversion and search assessment.
- Core Web Vitals
- Metrics for loading, stability and responsiveness.
- Errors
- Form failures, broken links and pages not found.
- Indexing
- How much of the site is available to be found in search.
- Organic performance
- Whether the pages gain search presence over time.
- Assisted conversions
- Pages that take part in the path without being the conversion point.
We publish no benchmark conversion rate. It varies with traffic source, ticket size, decision cycle and type of action — comparing against a market average leads to wrong decisions.
Questions
Frequently asked questions about websites and landing pages
Do you develop systems or applications?
No. Arte com Pimenta works with websites, landing pages and campaign pages as marketing assets. Systems, software and proprietary technology projects are assessed by Centriu, the group structure dedicated to that.
Do I need to rebuild the whole site?
Often not. The assessment usually finds problems concentrated in a few pages or in the content structure, and adjusting is cheaper and faster than rebuilding. Recommending a rebuild without that assessment would be selling by the largest scope.
How long does it take?
It depends on the number of pages, whether content exists and the pace of approvals. What delays website projects most is not development: it is pending content and open decisions. The schedule is estimated once scope is closed.
Who writes the content?
We write it, with research alongside the company. We need access to people who know the operation: without that, the text stays at the level any competitor could also claim.
Which platform is the site built on?
The choice comes from the project: it depends on who will maintain the site, which integrations are needed and what the company already uses. We do not impose a single platform and we do not resell licences.
Once published, who maintains it?
Either the company or us, when maintenance is contracted. What gets settled before launch is who does what — a site with no maintenance owner ages quickly and becomes a problem again.
Can it integrate with the CRM and tools I already use?
With tools that offer ready integrations, yes — that is part of the scope. What we do not do is build custom connectors or bespoke automation: when that is the need, the project is assessed by Centriu.
Before rebuilding, it helps to know exactly where conversion is lost.
The website assessment examines structure, content, speed, measurement and the path the visitor takes — and points out what pays off first.
No proposal is sent before the diagnosis conversation.