Marketing
The Most Important Part of Your Website Is the Part Nobody Sees. Here’s Why (and How to Strengthen It).
Findability now depends as much on technical execution as on layout and graphic design.
Goran Paun is Principal, Creative Director at ArtVersion, a Chicago-based design agency helping Fortune 500 and emerging brands through human-centered branding, web design, and development that connect design, technology, and business strategy.
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More From Goran Paun
Marketing
The $50,000 Website Redesign Mistake Most Companies Don’t See Coming
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Marketing
The Branding Mistake That Makes Every Marketing Campaign Work Harder Than It Should
A scattered brand identity can weaken even strong campaigns. The fix starts with building a connected brand system. Here's how.
Business Branding
Most Websites Make Visitors Work Too Hard. Here’s How Better UX Fixes That — and Wins You More Customers
A stronger website experience does more than improve usability. It gives visitors the clarity, confidence and direction they need to take the next step.
Business Branding
Your Brand Isn’t Your Visual Identity — It’s the Experience Your Customers Remember. Here’s Where Most Companies Fall Short.
Visual consistency can create recognition, but customer experience determines whether people believe what the brand is saying.
Marketing
I’ve Seen Too Many Businesses Improve Their SEO and Still Struggle to Convert. Here’s What They’re Missing.
A strategic perspective on why conversion problems live upstream of search — and what to do about it.
Business Branding
How to Build Brand Authenticity the Right Way — and Ensure Customers Feel It at Every Touchpoint
Brand authenticity is rarely shaped by what a company says about itself. It's built through the consistency of what people encounter online, in physical spaces and at every point in between.
Building a Business
Why a Well-Designed Website Is No Longer Enough — and What Actually Turns Visitors Into Buyers
For years, entrepreneurs were told to refresh, redesign and optimize. The result was better-looking websites that often changed very little.
Building a Business
The Digital Industry Is Optimizing Itself Into Mediocrity. Here’s How to Keep Quality at the Center of Your Work.
We have built the most measurable creative medium in human history. That turns out to be a more complicated achievement than it sounds.
Tech
The Best Websites Are Built From the User’s Point of View. Here’s How to Design Yours That Way.
When teams understand the path users take and how that path feels, they can design sites that do more than function. They create experiences that feel clear, natural and trustworthy.
Business Branding
The Most ‘Optimized’ Digital Experiences Are Often the Least Trusted. Here’s What Most Brands Miss.
Digital experiences that support human judgment instead of rushing decisions are becoming a quiet competitive advantage for brands.
Building a Business
Growth Hacks Are Losing Their Power. Here’s What You Need to Focus on Instead to Achieve Lasting Success.
The tactics that once drove startup momentum are losing power in saturated markets. What stands out now is not more pressure, but more coherence, restraint and trust.
Business Branding
Trying to Build Brand Recognition? Here’s a Shortcut You’ll Wish You’d Known Sooner.
There is a specific feeling you get when you land on a brand experience that has been thoughtfully directed.
Business Branding
Companies That Practice This Quiet Discipline Don’t Just Make Better Decisions — They Operate With Less Friction
Design that's rooted in patience, clarity and disciplined attention shapes better organizations from the inside out.
Business Branding
Is Your Website Built on a Weak Foundation? These 3 Components Will Keep It From Crumbling as You Scale.
In mature organizations, design eventually stops being just a creative function. It becomes infrastructure.
Tech
‘Harmless’ Website Updates Can Create Serious Problems for Your Users — Here’s How It Happens
Website accessibility is an ongoing operational responsibility. Here's what happens when it's treated like a one-time effort or a post-launch checklist instead.
Business Branding
What Most Brands Misunderstand About Design — and How It’s Costing Them Customers
Branding, websites and interfaces function as cognitive systems, not just visual output.
Tech
Here’s What’s Working in Modern Product Design, What’s Failing and Why You Should Care
UI and UX have matured. What used to be about visual novelty is now about clarity, trust and long-term usability.
Tech
This Common Mistake Could Be Driving Users Away From Your Website. Here’s How to Fix It.
A journey only works when the interface guides it, because without clear patterns, users loop through pages without knowing where they're meant to go next.
Business Branding
Want to Refresh Your Brand? Here’s the Crucial Step You Need to Take First.
A website project often reveals what the brand has outgrown, making it the clearest moment to realign identity, messaging and visual direction.
Building a Business
How to Eliminate the Disconnect Between What You Build and What Customers Truly Want
Here's why human-centered design belongs in every business strategy.
Tech
Web Design in the Experience Economy — How to Create Memorable and Interactive Experiences for Your Audience
How to ensure your website provides experiences that resonate on a deep, emotional level with consumers.
Building a Business
The Power of Continuous Innovation — and 3 Easy Ways Your Company Can Achieve It
Innovation can be subtle but significant, and here are three ways to achieve just that.
Building a Business
How to Craft a Powerful Brand Narrative for Your Startup
Developing your startup brand with a compelling angle begins with solidifying your unique narrative and story.
Marketing
How to Develop a Strong Content Strategy and Solidify Your Brand’s Online Presence
How to strengthen your brand's online presence through a connected and unique content strategy.
Thought Leaders
Why You Need to Develop Your Website’s Content and Design in Tandem
What comes first in website development — design or copy? Ultimately, it comes down to balance. Here's why.
Tech
What Millennials and Gen Z Users Expect from Their Online Experiences — and How to Give It to Them
With the change in preferences, come new generations of users who are more vocal about the changes and standards they wish to have within a design.
Building a Business
Data Isn’t Always Enough for UI/UX Design. Here’s Why Intuition Matters, Too.
Although highly different from each other, when utilized in tandem, data and intuition can be valuable assets across many industries—including UI/UX design.
Tech
How UI Kits Develop Design Languages
A robust UI kit can help elevate a brand's look and feel with cohesive, innovative visualization. Here's how.
Marketing
Why Developers Need a Contextual Framework to Truly Understand Their Users
Innovation is never stagnant, and it changes as frequently as your users do. But with contextual inquires, a clearer user perspective can be uncovered.
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