The site you're reading right now. We figured if we're going to ask prospects to trust us with their $1,500, the most honest thing we could do was show them the thinking behind our own website. Here is every meaningful decision and trade-off.
Avoxan is a brand-new web design studio. Zero clients on day one. No testimonials. No portfolio. We needed a website that did the work a salesperson would normally do: convince a small business owner that a new studio with no track record was a safer bet than a $400 freelancer or a $15,000 agency.
The constraint: a single page (with a blog and case studies) that had to handle awareness, education, objection-handling, social proof, and conversion all at once.
Three principles shaped every decision:
Fraunces is a variable serif with extensive optical-size and softness axes — meaning the same font behaves like a confident display face at 80px and like a refined book-text face at 14px. It signals "we care about craft" without being precious. Geist is Vercel's modern sans-serif: clean, geometric, neutral. JetBrains Mono in small doses gives the page a technical-but-warm feel.
We deliberately avoided the most overused agency fonts of 2025-2026 (Inter, Space Grotesk, Söhne). Picking less-common fonts is a small but real differentiator.
One warm base (cream), one anchor (deep ink black), one accent (burnt sienna), with two muted support tones for type hierarchy. Three colors total. Most agency sites use 6-8. Restraint reads as confidence.
The cream background instead of pure white is intentional: white feels clinical and "default tech startup." Cream feels editorial, warm, and slightly premium. It also reduces eye strain on long-form reading — which matters because we want prospects to read the blog and case studies.
An SVG noise filter is layered over the entire page at 35% opacity. It adds a subtle paper-like texture that makes the page feel less digital. Tiny detail, big effect.
Most agency heroes say "We build beautiful websites." Ours says "Websites that quietly do the selling for you." Outcome-led, not feature-led. The "no sales pressure, we'll tell you straight if you don't need a website" subhead is a trust-builder you almost never see on agency sites — and it's the kind of line that prospects screenshot and send to their business partner.
Most websites pitch first. We name the prospect's pain first. "Most small business websites are expensive brochures that nobody reads" is the kind of sentence the visitor has been quietly thinking. Saying it out loud earns permission to be heard.
This is the most strategically important section. Each item has a "fake retail price" crossed through ($1,200, $800, $450...) that totals roughly $5,400. The actual price is $1,500. This is a classic value-anchoring technique used by every infomercial and high-end consulting offer, because it works.
The line-item prices aren't fabricated — they're realistic standalone prices for those services from competing providers. If a prospect priced these pieces individually, they would in fact pay $4,500-$5,500.
"Was $5,400, now $1,500" is psychologically different from "$1,500." The first feels like winning. The second feels like just spending money. People don't buy on absolute prices; they buy on relative perceived value.
Single price card, no tiers. Most agencies show three pricing tiers — Starter / Growth / Premium — which forces the prospect into evaluation mode. One price, one offer, one decision. Easier to say yes to.
The loudest visual section of the entire site. Risk reversal is the single biggest lever for closing sales to skeptical small business owners. The "$200 refund if we miss our 4-week deadline" and "90-day inquiry promise" aren't standard for the industry. We put them in writing because (a) we mean them and (b) prospects screenshot guarantees more than they screenshot pricing.
Each FAQ targets a specific objection AND a specific search query. "Why is your pricing lower than other agencies?" handles the "what's the catch" concern AND ranks for the actual search "why is web design so cheap." Same with "How much does a small business website cost in 2026?" which we cover in the blog too.
If we had 20 real testimonials, the structure would change — testimonials would move higher and replace some of the risk-reversal content. If we had a long client list, the case studies section would lead instead of the offer stack. If we were charging $5,000+, the entire tone would shift to luxury minimalism with less direct copy.
Every website is a strategic argument. This one's argument is: "We're new, we're transparent about it, here's exactly what you get, here's the exact risk we'll absorb, book a call."
And, ironically, this exact build is what we'd deliver for a client at $1,500 — minus the level of meta-detail in this case study itself. Which is what you should expect.
Every site we build gets the same depth of decision-making documented here. If that's the kind of partner you want, book a 20-minute call.
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