Context before form
Proposition, audience, content and objectives are organised before a visual direction is set.
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Freelance web designer in Barcelona for companies that need to explain what they do more clearly and turn their digital presence into a commercial tool.
Web design
The approach is defined before it becomes a set of screens.
The project starts with the decision the digital presence needs to support, the information behind it and the operations the team needs to sustain. This way, design and technology respond to a specific need.
Proposition, audience, content and objectives are organised before a visual direction is set.
Navigation, content and actions are shaped around the questions that arise throughout the journey.
The system is prepared so the team can maintain and extend it with sound judgement.
Strategy, content, design and implementation are organised around the organisation’s context. Decisions are documented so the team has a clear foundation for launch, maintenance and future development.
The real difference is not price: it is who is in the room. At an agency, the person who understands the problem and the person who builds it are usually different, with a layer of account management translating between them. Working with a freelance web designer in Barcelona, you talk to the person who will make the decisions and write the code. That shortens cycles and, more importantly, stops a business decision degrading as it passes through three sets of hands. The trade-off is honest: there is no team of twenty, so projects run one at a time and to a fixed calendar.
Most company websites fail before the first screen: nobody has decided what someone who does not know you needs to understand, in what order, and what makes them ask a question rather than close the tab. Once that is settled, design is almost a consequence. When it is not, it shows just as clearly with a fifty-euro template as with expensive art direction. That is why the work starts by ordering proposition, audiences and commercial priority, even when the conversation began with «we need a new website».
Ask to see a site that person built three years ago and check it today: whether it still stands up, whether the client has been able to update it, whether it loads quickly. Ask who owns the code and under what licence. Ask what happens if they disappear: if the answer does not include documentation and access, you are buying a dependency. And be wary of a fixed quote issued before anyone has asked about your catalogue, your sales process or who will maintain the thing.
Not resolved — gathered. The current site, who you are addressing, what you offer, what material exists and who decides. The first phase separates what blocks progress from what can be settled while building.
By journeys and decisions, not by number of screens. We agree what a person has to be able to do, what content supports it and what stays out of this phase. That is what gets costed.
Less than feared, but at specific moments. Two or three decision sessions and access to whoever knows the business. The rest moves forward without status meetings that decide nothing.
The journeys that matter are tested on mobile and desktop, along with forms, real-world speed, accessibility and anything that has moved since the previous site. The checklist comes from the scope, not from a generic template.
By the quality of the enquiries that arrive and by what the team manages on its own. More traffic without better conversations is not an improvement, and it is worth saying so up front.
You get documentation on how each part is edited and a prioritised list of what was deferred. From there, either the team runs it or we agree a phased follow-up.
A selection of work showing context, decisions and outcomes.
Tell us where things stand and we can assess the most useful approach for the project.
