Half of every website
is invisible.
That's the half that converts.

incline.agency { frontstage, backstage }

Every site has two layers. The frontstage layer covers design, copy, and interactions. The backstage layer covers performance, pipelines, analytics, and tests. Both must be engineered deliberately.

We build both.

Visual hierarchy and layout

Good layout directs attention without visitors realising it. F-pattern and Z-pattern reading paths, whitespace ratios, and size contrast guide users to the next action.

Example metric: pages with clear hierarchy average 22% lower bounce rate (sample).

Typography system

A defined type scale, weight set, and line-height system makes body text readable and headings scannable at every viewport. We use CSS custom properties to enforce it.

Example metric: consistent type scale reduces design review cycles by 30% (sample).

Brand design language

Colour, motion, spacing, and component style create a visual signature that increases perceived quality and price tolerance.

Example metric: brand-consistent sites see 18% higher perceived trustworthiness in user tests (sample).

Calls to action

CTAs fail when they are buried, vague, or visually weak. We test placement, copy, and contrast to find the highest-converting variant.

Example metric: CTA copy test produced +12% clicks (sample).

Micro interactions

Hover states, button press feedback, and loading indicators signal that the system is responsive and alive. They lower anxiety during key moments.

Example metric: checkout flow with loading indicators saw 9% fewer abandoned carts (sample).

Content clarity

Visitors make a value judgement within three seconds. Headlines must answer: what is this, who is it for, why now. We audit and rewrite copy that fails this test.

Example metric: rewritten hero headline increased scroll depth by 17% (sample).

Responsive design

We design mobile-first and scale up. Every breakpoint is tested on real devices, not just resized browser windows.

Example metric: mobile conversion rate improved 24% after responsive redesign (sample).

Imagery and product visuals

Professional visuals signal quality and reduce the perceived risk of a purchase or enquiry. We use WebP/AVIF with lazy loading to keep load times low.

Example metric: 25% higher time on page for hero image users (sample).

Trust signals and social proof

Logos, testimonials, and review counts reduce hesitation. We A/B test placement and format to find the highest-converting combination.

Example metric: 18% lift in lead form starts when testimonials are shown above the fold (sample).

Performance and Lighthouse

Fast pages keep visitors engaged and improve ad quality scores. We optimise images, defer non-critical JS, and cache assets at the edge.

Example metric: LCP 2.4s to 1.3s (sample).

Conversion testing

Small wording and layout changes compound into larger revenue gains over time. We run structured A/B tests with defined significance thresholds.

Example metric: CTA variant +12% clicks (sample).

Analytics and user signals

Real user data surfaces which pages lose visitors and which elements earn attention. Every design decision should have a measurable baseline.

Example metric: +4.8% CTR from a targeted test (sample).

CI / CD and build pipelines

Automated builds run lint, test, and bundle checks before every deploy. Repeatable pipelines mean faster safe experiments and clear rollback paths.

Example metric: build time under 90 seconds, deploy under 2 minutes (sample).

Design tokens and component system

A shared token layer keeps colour, spacing, and typography consistent across pages without per-component overrides. It dramatically reduces long-term maintenance cost.

Example metric: 95% visual parity across pages (sample).

Accessibility practices

Accessible sites serve more customers and reduce legal risk. We run automated WCAG AA checks on every deploy and review keyboard and screen-reader paths manually.

Example metric: 100% pass rate on automated A11y checks (sample).

Security and QA

Dependency audits, CSP headers, and input validation run on every build. QA scripts cover smoke tests and regression checks before production deploys.

Example metric: 0 critical findings in last release (sample).

SEO and technical structure

Semantic HTML, structured data, canonical tags, and sitemap configuration are built in from the start, not bolted on after launch.

Example metric: 40% increase in indexed pages within 6 weeks of launch (sample).

Performance monitoring and iteration

Weekly Lighthouse snapshots, uptime alerts, and Core Web Vitals monitoring give us early warning when performance regresses after a deploy or content update.

Example metric: regression detected and resolved in under 4 minutes (sample).

Lighthouse — Core Web Vitals

Lighthouse audits measure real-world page experience across four categories: Performance, Accessibility, Best Practices, and SEO. We target 90+ on all four.

FCP 0.9s · LCP 1.2s · CLS 0.01 — sample from a recent project build

FCP (First Contentful Paint) measures when the first meaningful pixel appears. LCP (Largest Contentful Paint) tracks when the primary content loads. CLS (Cumulative Layout Shift) catches unexpected layout jumps that frustrate users.

Average LCP — 1.4 s

LCP (Largest Contentful Paint) is Google's primary load speed signal. Anything under 2.5 s is rated "Good." We engineer our builds to stay well under that threshold.

1.4s avg LCP across recent project deployments (sample)

We achieve this through image optimisation (WebP/AVIF), critical CSS inlining, server-side caching, and deferred non-essential scripts.

Conversion lift — +12%

Small, deliberate experiments compound. We run A/B tests with clear hypotheses: one variable, defined success criteria, and a minimum significance threshold before declaring a winner.

+12% click-through lift from a CTA copy variant (sample)

Tests we typically run: headline copy, CTA placement, hero imagery, form length, and social proof positioning.

Accessibility pass rate — 100%

We run automated WCAG AA checks on every deploy and manually audit keyboard navigation and screen-reader paths on every new component.

100% automated A11y pass rate on all new builds (sample)

Accessible sites serve more customers, reduce legal exposure, and typically rank better because semantic HTML aligns with SEO best practices.

MTTR — under 4 minutes

MTTR (Mean Time To Recover) measures how quickly we can detect, diagnose, and resolve a production issue. Fast recovery reduces user impact and revenue loss from downtime.

Target: detect and resolve within 4 minutes of a failed deploy (sample)

We achieve this through automated rollback triggers, uptime monitoring with instant alerts, and a clear incident playbook built into every project handoff.