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Ultimate CXO Playbook: Designing Services & Products Pages That Convert Across 40 Industries

  • Feb 11
  • 24 min read

Foundations of Services & Products Pages

Services & Products Pages are the backbone of any professional website. They communicate what your brand offers, establish credibility, and drive conversions. While all companies need these pages, the way they are designed, structured, and presented varies widely depending on brand identity, brand archetype, and brand vibe. How you communicate your services or showcase your products is not just about listing features. It is about crafting an experience that aligns with your brand personality, resonates emotionally with your audience, and motivates action.


What Are Services & Products Pages?

At a fundamental level, Services Pages explain what your business does. They break down offerings into digestible sections, highlighting features, benefits, and outcomes. These pages aim to educate visitors, instill confidence, and guide them toward engaging with your business, whether by booking a consultation, submitting a form, or subscribing.

Products Pages showcase tangible or digital products in a way that makes the value clear and facilitates purchase. They combine visual appeal, contextual information, and actionable steps to help visitors make decisions quickly.

While both pages serve the same strategic purpose of converting visitors into leads or customers, the methods differ slightly. Services Pages rely more on explanation, storytelling, and trust-building, while Products Pages prioritize visual hierarchy, ease of navigation, and tangible benefits.


Why Are These Pages Important?

The importance of Services & Products Pages cannot be overstated. They act as the primary conversion driver because almost every visitor lands on these pages with the intent to understand what you offer. Clear, well-structured pages can significantly increase inquiries, purchases, or sign-ups.

They represent your brand in action. Every element on these pages, from headings to images to micro-interactions, reflects your brand personality. They communicate credibility, professionalism, and emotional alignment with your audience.

They guide the visitor journey by bridging awareness to interest to decision through logical explanations of offerings, demonstrations of value, and clear next steps.

They support cross-page flow by integrating seamlessly with Pricing, Shop, and About pages, ensuring visitors never have to hunt for information or action points.

They amplify emotional resonance. Strategic use of visuals, copy, and interaction taps into emotions, creating trust, aspiration, excitement, or reassurance depending on your brand archetype and brand vibe.


The Nuance: Not All Pages Are the Same

While the structural purpose of Services & Products Pages is universal, execution varies based on your brand’s character.

For example, a startup SaaS company may opt for clean, minimalist layouts that highlight features and ROI, appealing to a Sage or Ruler brand archetype with Intelligent or Deep brand vibe.

For example, a luxury skincare brand may favor aspirational imagery, layered storytelling, and polished micro-interactions, evoking the Lover or Creator brand archetype with Sophistication or Sparkly brand vibe.

For example, an adventure gear e-commerce site may highlight bold visuals, interactive demos, and energetic CTAs, reflecting Hero or Explorer brand archetype with Fun or Sunshine brand vibe.

Even within the same industry, companies differentiate themselves through tone, style, and emotional cues embedded in their Services & Products Pages. This is why a founder’s brand archetype and brand vibe choices are critical. They guide copywriting, visual design, CTA microcopy, and even page layout.


Brand Archetypes & Brand Vibes


To understand how these choices work, two foundational concepts shape effective Services & Products Pages.

Brand Archetypes

Brand archetypes are universal personality patterns that define how your brand behaves and communicates.

The Outlaw is bold, disruptive, and rule-breaking.

The Everyman is relatable, approachable, and inclusive.

The Creator is innovative, imaginative, and expressive.

The Hero is ambitious, courageous, and achievement-oriented.

The Explorer is adventurous, freedom-seeking, and curious.

The Sage is knowledgeable, analytical, and trustworthy.

The Magician is transformative, visionary, and inspirational.

The Innocent is pure, optimistic, and trustworthy.

The Lover is passionate, sensual, and relationship-focused.

The Ruler is authoritative, structured, and commanding.

The Caregiver is nurturing, supportive, and empathetic.

The Jester is fun, playful, and entertaining.

Each brand archetype communicates distinct energy, tone, and expectations, influencing every element of Services & Products Pages from hero headlines to CTA phrasing.


'Brand Vibes

Brand vibes define the emotional feel and aesthetic style of your brand. They guide color palettes, micro-interactions, typography, and photography choices.

For example, the Tranquility website template paired with the Caregiver brand archetype and Cozy brand vibe evokes calm, structured reassurance on a Services Page.

For example, the Revolution website template combined with the Outlaw brand archetype delivers energy, unexpected layouts, and daring CTAs.

For example, the Influence website template aligned with the Ruler brand archetype and Sophistication brand vibe communicates authority and luxury through polished visuals and refined micro-interactions.


Real-World Variation

No two brands implement Services & Products Pages identically. Variation appears in page layout, whether card-based, long-form scrolling, or interactive tabs.

Visual hierarchy differs based on whether flagship services or products are prioritized first or presented in a balanced layout.

Copy style can be conversational, authoritative, playful, or aspirational depending on the chosen brand archetype.

CTA strategy may lean toward soft invitation, bold command, or luxurious exclusivity based on the selected brand vibe.

Interactive elements such as hover effects, carousels, accordion sections, or scroll-triggered animations further reinforce personality and emotion.

The key is alignment. Every design and copy decision should reinforce your brand archetype, brand vibe, and overall brand identity. This ensures the visitor not only understands what you offer but also feels the right emotional connection, increasing engagement and conversion.


Conclusion

Services & Products Pages are more than a list of offerings or products. They are a strategic brand touchpoint. Done right, they educate, engage, and convert. Done wrong, they create confusion, reduce trust, and damage the visitor journey.

By integrating brand archetype and brand vibe principles, founders can create pages that are emotionally resonant, visually compelling, functionally optimized, and strategically conversion-focused.

They become not just pages, but brand experiences that move visitors from awareness to action with clarity, confidence, and connection.Archetypes & Vibes: Crafting Emotionally Resonant Services & Products Pages

Not all Services & Products Pages are created equal. The energy, tone, and design of your pages are directly influenced by your brand archetype and brand vibe. Each archetype conveys a distinct personality, while each vibe sets the emotional and aesthetic feel. Understanding these allows founders to strategically craft pages that connect emotionally, communicate clearly, and convert effectively.


The 12 Brand Archetypes and Their Impact

When applied to Services & Products Pages, each brand archetype creates a unique user experience:


The Outlaw: Boldness, rebellion, excitement — non-linear layouts, edgy visuals, daring CTAs (“Join the Movement”), unexpected micro-interactions. Perfect for disruptive startups or revolutionary products.


The Everyman: Relatability, trust, inclusivity — simple, approachable layouts; friendly copy; testimonials or social proof prominently featured. Makes services/products feel accessible.


The Creator: Innovation, artistry, inspiration — visual storytelling with layered graphics, product/service imagery as art; hover animations; aspirational copy emphasizing originality.


The Hero: Achievement, motivation, energy — bold layouts, flagships highlighted first, dynamic CTA animations (“Start Your Journey”), success stories or portfolio blocks for proof of excellence.


The Explorer: Adventure, curiosity, freedom — interactive elements like scroll-triggered animations, maps, or product demos; copy emphasizes discovery and possibilities.


The Sage: Knowledge, trust, credibility — clear hierarchies, educational content, FAQs, data-rich product details; microcopy authoritative yet approachable.


The Magician: Transformation, vision, possibility — layered, mystical visuals; subtle animations that create “wow” effects; copy frames services/products as transformative solutions.


The Innocent: Safety, simplicity, optimism — minimalist layouts, light color palettes, simple microcopy; reassurance-focused testimonials; clear step-by-step CTAs.


The Lover: Passion, intimacy, connection — sensory visuals, evocative imagery, soft transitions; copy highlights emotional or experiential benefits of products/services.


The Ruler: Authority, structure, reliability — structured grids, premium typography, polished micro-interactions; copy emphasizes leadership, expertise, and exclusivity.


The Caregiver: Support, nurture, trust — warm, comforting imagery; copy emphasizes how services/products improve user life; CTAs gently invite engagement.


The Jester: Fun, playfulness, joy — vibrant colors, playful animations, interactive hover effects; copy lighthearted and humorous; emphasizes delight in the user experience.


The 10 Brand Vibes and Their Emotional Layer

While brand archetypes define personality, brand vibes define the emotional tone and sensory experience of a page.


The Sunshine vibe: Optimism, warmth, energy — bright color palettes, friendly microcopy, interactive elements that convey positivity and engagement.


The Cozy vibe: Comfort, intimacy, ease — rounded UI elements, gentle animations, testimonials and storytelling that feel personal.


The Sophistication vibe: Elegance, premium quality — polished visuals, minimalist layouts, refined typography, high-end imagery, subtle transitions.


The Mysterious vibe: Curiosity, intrigue — hidden content revealed on scroll, layered visuals, subtle animations; encourages exploration.


The Connection vibe: Belonging, engagement — social proof, community-oriented messaging, interactive features fostering participation.


The Deep vibe: Thoughtfulness, insight — data visualizations, educational content, in-depth product/service descriptions.


The Global vibe: Scale, authority, inclusivity — multi-lingual hints, international imagery, broad-reaching copy, structured layouts.


The Fun vibe: Playfulness, energy, delight — interactive carousels, gamified hover effects, bold colors and microcopy that entertains.


The Sparkly vibe: Excitement, aspiration — visual pop, subtle sparkle or light effects, aspirational storytelling, celebratory CTAs.


The Intelligent vibe: Trust, competence, clarity — clean UI, structured layout, precise copy, feature-focused presentations.


How Archetype + Vibe Interact on a Page

Archetype = Personality: Dictates how your brand expresses itself, including tone, storytelling style, and interaction patterns.


Vibe = Emotion: Dictates how the visitor feels as they navigate your page.

For example, a Caregiver + Cozy vibe Services Page uses warm colors, nurturing copy, gentle hover effects, and testimonials highlighting how your services improve lives.


For example, a Magician + Sparkly vibe Product Page uses layered animations, transformational storytelling, and interactive demos creating awe and excitement.


Together, these choices influence hero section visuals, copy hierarchy, CTA phrasing, media placement, and micro-interactions, creating a coherent emotional journey.


Page Sections Through the Archetype + Vibe Lens

Hero: Sets tone; bold vs. approachable; commanding vs. playful. Influenced by colors, imagery, and animation style (e.g., Sparkly vs. Cozy).


Service/Product Overview: Highlights key offerings; authoritative, exploratory, or friendly. Engagement cues include hover effects, card layouts, and interactive demos.


Detailed Blocks: Narrative depth; explanation vs. persuasion; step-by-step vs. inspirational. Sensory layering includes animations, transitions, and illustration styles.


CTA: Urgency vs. gentle invitation; bold, playful, or refined. Emotional pull motivates, comforts, or inspires.


Testimonials: Relatable, aspirational, authoritative. Layout, micro-interactions, and tone of quotes reinforce archetype and vibe.


The Ultimate Framework for Services & Products Pages

Building effective Services & Products Pages is both an art and a science. This framework provides step-by-step guidance for creating pages that are visually compelling, emotionally resonant, and conversion-optimized. It covers everything founders need—hero sections, overviews, detailed blocks, media, CTAs, forms, and UX strategy—without needing to consult external resources.


Define Your Page Objective & Strategy

Before touching design or copy:


Clarify Purpose:

Services Page: Educate, build credibility, convert leads.

Products Page: Showcase, contextualize value, drive purchases.


Identify Primary Visitor Actions:Form submission, inquiry booking, product purchase, newsletter signup, or CTA click.


Determine Brand Alignment:Choose Brand Archetype and Brand Vibe. Decide tone, visual style, and interaction pattern based on this framework (as explained in Part 2).


Map Page Flow:Hero → Overview → Detailed Blocks → CTA → Testimonials → Lead Capture → Footer/Navigation. Ensure logical progression from awareness to action.


Hero Section Framework

The hero section is the first impression and sets the emotional tone:


Headline: Align with archetype personality.Example: Caregiver → “Supporting You Every Step of the Way”Example: Outlaw → “Break the Rules. Redefine Your Future”


Subheadline: Reinforces benefit, highlights brand vibe.Example: Sparkly → “Experience Transformative Solutions with a Touch of Magic.”


Hero Media:Video loops, product demos, or high-resolution imagery.Archetype-guided style:Tranquility website template → soft fades, calm imageryRevolution website template → edgy, unconventional visuals


Primary CTA:Prominent, visible, emotionally congruent microcopy.Positioning: Above fold; repeat for multiple scroll touchpoints.


Visual Guidance:Use high-resolution, performance-optimized images. Minimal clutter for clarity or layered visuals for depth based on brand vibe.


Service/Product Overview Sections

Provide a quick-glance understanding of offerings:


Layout: Cards, blocks, or grids; include icons/images for instant recognition.Hierarchy: Feature flagship offerings first; use whitespace strategically.Copy: Tone aligned with archetype + vibe.Example: Authenticity + Cozy → casual, inclusive, approachableExample: Victory + Sophistication → aspirational, authoritative


Interactivity: Hover effects, tabs, or carousel previews for engagement.Use

Case: Helps visitors scan quickly, assess relevance, and navigate to detailed information without friction.


Detailed Service/Product Blocks

Dive deeper into features, benefits, and outcomes:

Content Structure: Feature → Benefit → Outcome. Optional: Pricing or comparison (for products).

Interactive Elements:Accordion sections for multiple servicesHover-triggered highlights for product featuresCarousel or gallery for portfolios/multiple product images

CTA Placement: After each block or key section. Microcopy aligned with archetype:Example: Tranquility → “Start Your Journey”Example: Revolution → “Join the Movement”Example: Influence → “Claim Your Spot”

Visual & Media Guidance: Incorporate high-quality images, GIFs, or videos. Use illustrations for abstract services (Alchemy website template, Revolution website template). Maintain archetype-consistent color, typography, and micro-interactions.

Long-Term Benefit: Clear, structured blocks reduce bounce rate, increase trust, and drive micro-conversions.


CTA & Conversion Strategy

CTAs are the engine of conversions:

Placement: Multiple touchpoints—hero, overview, detailed blocks, footer.Styling: Sticky buttons, scroll-triggered animations, hover effectsMicrocopy Examples:

  • Everyman → “Get Started Today”*

  • Creator → “Discover Your Possibilities”*

  • Jester → “Let’s Have Some Fun”*

Long-Term Benefit: Ensures no visitor gets lost; strategically drives lead capture or purchases.


Testimonials / Social Proof

Social proof reinforces credibility and drives trust:

Placement: Near CTAs or at page endPresentation: Carousel of reviews, clickable quotes, animated star ratingsTone aligned with archetype:

Benefits: Reduces hesitation, enhances perceived value, increases conversion likelihood.


Forms & Lead Capture

Forms are essential for service lead generation:

Design Principles: Minimal fields for ease of completion, visual feedback (success animation)Optional Integration: Newsletter, CRM, or analyticsPlacement: Hero section, after detailed blocks, footerMicrocopy: Align with archetype

Long-Term Benefit: Seamless lead collection, better data tracking, improved follow-up strategy.


Navigation & UX Considerations

Navigation ensures visitors explore without friction:

Clear, sticky headers with cross-links to Services, Products, Pricing, ShopBreadcrumbs for orientationArchetype-aligned microcopy for tabs and linksSmooth, consistent user experience across devices


Performance & Mobile Optimization

Optimized images, lazy loading, mobile-first UXTouch-friendly CTAs and interactive elementsAnalytics tracking: CTAs, form submissions, product clicks, scroll depth

Benefit: Faster load times improve SEO and retention; analytics enable iterative improvement.


Implementation Checklist

Graphics / Visuals:High-resolution, archetype-aligned imageryHero video or animation (optional)Interactive micro-interactions (hover, scroll, carousel)

Copy / Content:Hero headline + subheadlineService/product overview with benefit-driven copyDetailed blocks (features → benefits → outcomes)CTAs and microcopy consistent with archetype

Forms / Conversions:Lead capture forms with minimal fieldsTestimonials/social proof strategically placedSticky CTAs and repeat touchpoints

Navigation / UX:Sticky headers, cross-page consistencyClear flow from awareness → interest → actionResponsive design across desktop, tablet, mobile The Non-Negotiable Founder Reality

Even the best frameworks fail if founders do not understand the real-world constraints and trade-offs of building Services & Products Pages. This part dives into the strategic realities, common pitfalls, and non-negotiable decisions founders must make to ensure execution aligns with brand identity, conversions, and long-term growth.


Why Websites Fail Despite Knowledge

Many founders know what to include such as hero sections, overviews, detailed blocks, and CTAs, but fail in execution.

Common reasons include trying to do everything at once, resulting in messy and inconsistent pages.

Ignoring the brand archetype and brand vibe, which leads to diluted messaging.

Overemphasizing aesthetics without functional clarity or conversion logic.

Inconsistent tone and layout across pages, confusing users and breaking trust.

The bottom line is clear. Knowing frameworks is not enough. Execution requires conscious trade-offs and alignment with brand strategy.


Trade-Offs Founders Must Consciously Choose

Successful execution depends on deliberate decision-making.

Clarity vs Creativity

Clarity ensures visitors understand offerings instantly.

Creativity enhances memorability and emotional connection.

The reality is that overly creative layouts often reduce comprehension. Founders must prioritize clarity for critical information such as service and product features or CTAs, while reserving creative expression for hero sections or visual storytelling.

Expression vs Speed

Expression includes full-fledged animations, layered micro-interactions, and nuanced copy.

Speed focuses on rapid launch, testing, and learning with minimal friction.

The reality is that founders frequently overdesign. Launching quickly with a minimum viable structure allows testing, iteration, and conversion optimization before refining every visual detail.

Brand Depth vs Immediate Conversion

Brand depth emphasizes strong brand archetype alignment, layered storytelling, and long-term credibility.

Immediate conversion prioritizes simple layouts and direct CTAs.

The reality is that chasing short-term sales without brand depth weakens long-term equity. Balancing both delivers conversions today without sacrificing future positioning.


Consequences of Misalignment

When the brand archetype is unclear or the brand vibe is unintentionally mixed, visitors experience cognitive dissonance, reducing trust.

This leads to inconsistent microcopy or visuals across Services, Products, and Shop pages.

CTAs feel misplaced, and page hierarchy becomes unclear.

The result is reduced engagement and lower conversions.

For example, a brand positioned as revolutionary using soft, calming visuals associated with a Tranquility-style aesthetic confuses users and undermines bold, disruptive positioning.


Common Founder Mistakes in Services & Products Pages


Overloading pages with excessive information leads to visitor overwhelm and high bounce rates. Avoid this by prioritizing hierarchy, starting with hero sections, overviews, and key blocks.


Inconsistent use of brand archetype and brand vibe dilutes brand perception. Lock these early and apply them consistently.


Ignoring mobile UX results in poor engagement on phones. Design mobile-first and test responsiveness continuously.


Delaying CTA placement causes missed leads. Place CTAs above the fold and after key sections.


Neglecting forms and lead capture leads to lost conversion opportunities.


Use minimal, easy-to-fill forms and integrate analytics or CRM systems.


Overoptimizing visuals too early delays launch. Prioritize functional layouts and enhance visuals iteratively.


What Not to Optimize Early

Founders should avoid excessive animations, hover effects, and micro-interactions during early stages.

Avoid infinite experimentation with colors and fonts.

Do not perfect every word of microcopy before testing.

Delay full-scale video or imagery production until after MVP validation.

Instead, founders should focus on clarity of offerings, strong hero messaging, functional CTA placement, and basic lead capture with clean navigation.


What Must Be Locked Before Scaling

A clear brand archetype and brand vibe must be defined first, as everything else flows from this foundation.


Core messaging and hero copy must immediately communicate what the business offers.


Primary CTA strategy including placement, microcopy, and style must be fixed.


Page hierarchy and layout should follow a logical flow from awareness to interest to action.


Essential analytics and tracking must be in place to identify what works before investing in enhancements.


Strategic Benefits of Following This Reality

This approach saves time, money, and frustration by reducing rework.

It positions founders as strategic authorities rather than just page designers.

It prevents misapplication of frameworks introduced in earlier parts.

Most importantly, it ensures execution aligns with vision, driving both engagement and conversions.


Industry-Specific Guidance for Services & Products Pages


1. Apparel & Fashion

Includes Activewear, Footwear, Bags

How Websites in This Industry Are Expected to Perform

A visually driven, trend-forward experience that balances aesthetic appeal with effortless navigation. The website must showcase collections clearly, highlight product details, and support smooth discovery for both casual shoppers and fashion-forward audiences.

Critical Components That Drive Results

Hero imagery or video highlighting latest collections or seasonal campaigns

Product/service overviews with strong hierarchy and category filters

Detailed product pages covering sizing, materials, care, and lifestyle visuals

Interactive elements such as hover states, quick views, and lookbooks

Clear CTAs for purchasing, booking fittings, or capturing leads

Essentials

Cohesive alignment with brand archetype, e.g., Creator for innovation or Lover for luxury fashion

Integration of brand vibe, e.g., Sophistication or Sparkly

Mobile optimization for smooth browsing

Social proof integration via reviews or influencer features

Suggested Templates

Alchemy website template – Creator + Mysterious

Victory website template – Hero + Sophistication


2. Art & Design

Includes Architecture, Jewelry

How Websites in This Industry Are Expected to Perform

Minimalist, gallery-inspired layout emphasizing portfolio display and visual storytelling, with focus on craftsmanship and creative expertise.

Critical Components That Drive Results

High-resolution galleries and interactive portfolios

Artist/firm profile sections for credibility

Project or service breakdowns with process insights

Lead capture for commissions or consultations

Essentials

Aligned with brand archetype such as Creator or Sage

Reflective brand vibe like Mysterious or Sophistication

Subtle animations to enhance visual storytelling

Suggested Templates

Tranquility website template – Creator + Cozy

Alchemy website template – Creator + Mysterious


3. Analytics & Software / SaaS

How Websites in This Industry Are Expected to Perform

Professional, data-centric, and conversion-focused, with clear presentation of solutions, pricing, and technical benefits.

Critical Components That Drive Results

Product/service feature sections with visuals and data

Case studies, client testimonials, and ROI metrics

Interactive demos or free trial CTAs

Essentials

Aligned with brand archetype like Sage or Magician

Reflective brand vibe such as Intelligent or Global

Simple navigation with quick access to resources and support

Suggested Templates

Influence website template – Sage + Intelligent

Victory website template – Hero + Deep


4. Automotive & Motorbikes

How Websites in This Industry Are Expected to Perform

Dynamic and aspirational, showcasing vehicles, performance, and lifestyle.

Critical Components That Drive Results

Vehicle galleries, 360° views, interactive comparisons

Service/offerings overviews for customization or maintenance

Clear CTAs for test drives, inquiries, or purchases

Essentials

Aligned with brand archetype like Hero or Explorer

Reflective brand vibe such as Sophistication or Sparkly

Media-rich content with video and animations

Suggested Templates

Victory website template – Hero + Sparkly

Revolution website template – Outlaw + Mysterious


5. Baby Products

How Websites in This Industry Are Expected to Perform

Friendly, safe, and reassuring, emphasizing trust, product safety, and usability.

Critical Components That Drive Results

Product overviews with clear benefits and safety info

Parent or expert testimonials

Lead capture for offers and newsletters

Essentials

Aligned with brand archetype like Caregiver or Innocent

Reflective brand vibe such as Cozy or Sunshine

Family-friendly imagery with intuitive navigation

Suggested Templates

Tranquility website template – Caregiver + Cozy

Alchemy website template – Everyman + Sunshine


6. Beauty & Personal Care

Includes Cosmetics, Skincare, Haircare, Fragrances

How Websites in This Industry Are Expected to Perform

Luxury and lifestyle-oriented, with strong focus on visuals, textures, and brand story.

Critical Components That Drive Results

High-quality product imagery and tutorials

Ingredient and benefit breakdowns

Testimonials, reviews, and lead capture for promotions

Essentials

Aligned with brand archetype like Lover or Magician

Reflective brand vibe such as Sophistication, Sparkly, or Deep

Hero visuals to communicate luxury and aspiration

Suggested Templates

Alchemy website template – Magician + Mysterious

Influence website template – Lover + Sophistication


7. Business Consulting & Services

How Websites in This Industry Are Expected to Perform

Professional, authority-driven, client-focused; emphasizes credibility and thought leadership.

Critical Components That Drive Results

Service overviews with clear business outcomes

Case studies, testimonials, and portfolios

Lead capture for consultations or inquiries

Essentials

Aligned with brand archetype like Sage or Ruler

Reflective brand vibe such as Intelligent or Global

Clean, structured layouts with clear hierarchy

Suggested Templates

Influence website template – Sage + Intelligent

Victory website template – Ruler + Deep


8. Coaching & Education Services

Includes EduTech, University Education

How Websites in This Industry Are Expected to Perform

Educational, approachable, structured; emphasizes learning outcomes and program clarity.

Critical Components That Drive Results

Course or program listings with descriptions

Instructor profiles and testimonials

Lead capture for inquiries, demos, or enrollment

Essentials

Aligned with brand archetype like Sage or Everyman

Reflective brand vibe such as Connection or Intelligent

Structured navigation and accessible hierarchy

Suggested Templates

Tranquility website template – Sage + Connection

Authenticity template – Everyman + Cozy


9. Content & Media

Includes Social Media, PR, Newsletter, Publishing

How Websites in This Industry Are Expected to Perform

Dynamic, interactive, content-rich; highlights creativity and engagement metrics.

Critical Components That Drive Results

Content categorization and portfolio displays

Lead capture for subscriptions or campaigns

Social proof through client logos and influencer collaborations

Essentials

Aligned with brand archetype like Creator or Jester

Reflective brand vibe such as Fun, Connection, or Sparkly

Interactive elements like carousels, hover effects, and micro-animations

Suggested Templates

Revolution website template – Outlaw + Fun

Alchemy website template – Creator + Deep



10. E-commerce / Retail

How Websites in This Industry Are Expected to Perform

Sales-driven, UX-focused, intuitive product discovery; combines branding with conversion optimization.

Critical Components That Drive Results

Product categories, filters, and search

High-quality visuals and product descriptions

Streamlined checkout and trust signals

Essentials

Aligned with brand archetype like Everyman or Hero

Reflective brand vibe such as Connection, Sophistication, or Fun

Optimized for mobile commerce

Suggested Templates

Victory website template – Hero + Sophistication

Influence website template – Ruler + Deep


11. Finance, Banking & Investment

How Websites in This Industry Are Expected to Perform

Authoritative, trustworthy, professional; emphasizes expertise and reliability.

Critical Components That Drive Results

Service breakdowns with clear financial benefits

Case studies, whitepapers, and thought leadership

Consultation or inquiry CTAs

Essentials

Aligned with brand archetype like Sage or Ruler

Reflective brand vibe such as Intelligent or Global

Clear hierarchy, professional visuals, and data-driven content

Suggested Templates

Influence website template – Sage + Intelligent

Victory website template – Ruler + Deep


12. Food & Beverage

Includes Brewing, Grocery

How Websites in This Industry Are Expected to Perform

Sensory-driven, visually appealing, with easy product/service discovery.

Critical Components That Drive Results

Product/service highlights with descriptions

Interactive menus, recipes, or pairings

Lead capture for promotions or newsletters

Essentials

Aligned with brand archetype like Everyman or Lover

Reflective brand vibe such as Sunshine or Cozy

Storytelling through imagery and lifestyle content

Suggested Templates

Tranquility website template – Everyman + Cozy

Alchemy website template – Lover + Mysterious


13. Gaming & Entertainment

How Websites in This Industry Are Expected to Perform

Immersive, visually bold, interactive; emphasizes engagement and previews/demos.

Critical Components That Drive Results

Game/product overview sections with media previews

Purchase, demo, or subscription CTAs

Community and social engagement features

Essentials

Aligned with brand archetype like Jester or Explorer

Reflective brand vibe such as Fun or Deep

Interactive elements, motion graphics, gamification

Suggested Templates

Revolution website template – Outlaw + Fun

Victory website template – Hero + Deep


14. Health & Wellness

Includes Therapists, Fitness / Gym

How Websites in This Industry Are Expected to Perform

Calming, structured, inspiring; highlights services, benefits, and personal connection.

Critical Components That Drive Results

Service breakdowns with schedules, programs, or packages

Testimonials or success stories

CTAs for appointments, registrations, or subscriptions

Essentials

Aligned with brand archetype like Caregiver or Hero

Reflective brand vibe such as Sunshine or Cozy

Clean layouts, clear hierarchy, calming visuals

Suggested Templates

Tranquility website template – Caregiver + Cozy

Victory website template – Hero + Sunshine


15. Law & Legal Tech

How Websites in This Industry Are Expected to Perform

Professional, trustworthy, authoritative; must instill confidence.

Critical Components That Drive Results

Service overview with practice areas

Testimonials, case studies, client logos

Consultation or inquiry CTAs

Essentials

Aligned with brand archetype like Ruler or Sage

Reflective brand vibe such as Intelligent or Deep

Structured layout with clean typography and hierarchy

Suggested Templates

Influence website template – Ruler + Intelligent

Victory website template – Ruler + Deep


16. Leisure, Travel & Tourism

Includes Resorts, Parks & Recreation

How Websites in This Industry Are Expected to Perform

Visual, immersive, experiential; highlights destinations, experiences, and services.

Critical Components That Drive Results

Destination/service highlights with immersive media

Booking or inquiry forms

Testimonials and travel stories

Essentials

Aligned with brand archetype like Explorer or Everyman

Reflective brand vibe such as Sunshine or Connection

Navigation optimized for discovery

Suggested Templates

Tranquility website template – Explorer + Cozy

Revolution website template – Outlaw + Fun


17. Luxury Goods & Watches

How Websites in This Industry Are Expected to Perform

High-end, aspirational, media-rich; emphasizes prestige, quality, and exclusivity.

Critical Components That Drive Results

Hero sections with premium product visuals

Product/service breakdowns with specs and lifestyle imagery

Lead capture for inquiries or VIP programs

Essentials

Aligned with brand archetype like Lover or Ruler

Reflective brand vibe such as Sophistication or Sparkly

Suggested Templates

Influence website template – Lover + Sophistication

Victory website template – Ruler + Deep


18. Manufacturing & Robotics

Includes Drones, Engineering

How Websites in This Industry Are Expected to Perform

Technical, precise, professional; focuses on innovation and product capabilities.

Critical Components That Drive Results

Product/service overviews with specs

Case studies or project showcases

CTAs for demos or consultations

Essentials

Aligned with brand archetype like Sage or Creator

Reflective brand vibe such as Intelligent or Deep

Suggested Templates

Influence website template – Sage + Intelligent

Alchemy website template – Creator + Mysterious


19. Pet Products & Services

How Websites in This Industry Are Expected to Perform

Friendly, approachable, visually engaging; highlights products and services for pets.

Critical Components That Drive Results

Product/service breakdowns with visuals

Testimonials from pet owners

Lead capture for offers or newsletters

Essentials

Aligned with brand archetype like Caregiver or Everyman

Reflective brand vibe such as Cozy or Fun

Suggested Templates

Tranquility website template – Caregiver + Cozy

Revolution website template – Jester + Fun


20. Real Estate

How Websites in This Industry Are Expected to Perform

Professional, visually-driven, conversion-focused; showcases properties and services effectively.

Critical Components That Drive Results

Property/service overviews with images, specs, and virtual tours

Lead capture for inquiries or scheduling

Testimonials and case studies for credibility

Essentials

Aligned with [brand archetype

Reflective brand vibe such as Sophistication or Global

Optimized search and filtering for property types and locations

Suggested Templates

Victory website template – Ruler + Sophistication

Tranquility website template – Explorer + Cozy


21. Retail (Non-Ecommerce Specific)

How Websites of this Industry Is Expected to Perform -A discovery-driven, brand-first website that supports offline sales. The site must educate, build trust, and drive store visits or inquiries rather than immediate checkout.

Critical Components on the Websites That Drive Results:

  • Clear service/product category overview

  • Store locator or inquiry CTAs

  • Brand story + credibility sections

  • Visual merchandising (collections, use-cases)

Essentials:

  • Strong Services / Products pages clarifying what’s offered and why it’s differentiated

  • Clear CTAs: Visit Store, Book Appointment, Talk to Us

  • Consistent archetype expression across pages

Suggested Templates:



22. Security & Safety Services

How Websites of this Industry Is Expected to Perform -Authoritative, reassuring, and credibility-heavy. The website must reduce anxiety and establish control.

Critical Components on the Websites That Drive Results:

  • Clear service segmentation (residential, corporate, industrial)

  • Certifications, trust badges, compliance proof

  • Strong inquiry CTAs

Essentials:

  • Services page focused on outcomes, not features

  • Testimonials reinforcing reliability

  • Zero ambiguity in copy and visuals

Suggested Templates:



23. Sports & Recreation

How Websites of this Industry Is Expected to Perform -Energetic, motivational, and community-driven. The site should inspire participation.

Critical Components on the Websites That Drive Results:

  • Programs/services breakdown

  • Schedules, memberships, or packages

  • Social proof and community visuals

Essentials:

  • Clear service outcomes (performance, fitness, fun)

  • Action-oriented CTAs

  • Mobile-first UX

Suggested Templates:



24. Technology Platforms & Virtual / Augmented Reality

How Websites of this Industry Is Expected to Perform -Immersive, futuristic, and concept-led. The website must visually demonstrate innovation.

Critical Components on the Websites That Drive Results:

  • Product demos or explainer sections

  • Use-case driven services/products pages

  • Strong narrative flow

Essentials:

  • Archetype clarity to avoid confusion

  • High-impact visuals with controlled motion

  • Clear CTAs for demos or pilots

Suggested Templates:



25. Transportation Services & Aviation

How Websites of this Industry Is Expected to Perform -Operationally clear, trust-heavy, and efficiency-focused.

Critical Components on the Websites That Drive Results:

  • Services/products clarity (routes, fleets, solutions)

  • Safety & compliance proof

  • Inquiry and booking CTAs

Essentials:

  • Clear service hierarchies

  • No visual clutter

  • Consistent tone across pages

Suggested Templates:



26. Wedding Planning & Events

How Websites of this Industry Is Expected to Perform -Emotional, aspirational, and trust-led. The site must sell an experience.

Critical Components on the Websites That Drive Results:

  • Services breakdown (planning, décor, coordination)

  • Visual portfolios

  • Strong inquiry CTAs

Essentials:

  • Emotional storytelling on services pages

  • Clear process explanation

  • Consistent romantic vibe

Suggested Templates:



27. Agriculture & Climate

How Websites of this Industry Is Expected to Perform -Purpose-driven, educational, and credibility-focused.

Critical Components on the Websites That Drive Results:

  • Product/service impact explanation

  • Data, certifications, sustainability proof

  • Inquiry or partnership CTAs

Essentials:

  • Clear value articulation

  • Educational copy over marketing fluff

  • Trust-first UX

Suggested Templates:



28. Banking & Asset Management

How Websites of this Industry Is Expected to Perform -Highly structured, conservative, and authority-driven.

Critical Components on the Websites That Drive Results:

  • Service/product clarity

  • Risk disclosures and trust elements

  • Consultation CTAs

Essentials:

  • Zero ambiguity in language

  • Strong hierarchy

  • Performance & credibility signals

Suggested Templates:



29. Bedding & Home Furnishing / Décor

How Websites of this Industry Is Expected to Perform -Comfort-led, aspirational, lifestyle-oriented.

Critical Components on the Websites That Drive Results:

  • Product/service storytelling

  • Texture-rich visuals

  • Soft conversion CTAs

Essentials:

  • Sensory copy

  • Calm navigation

  • Emotional cues

Suggested Templates:



30. Energy & Infrastructure

How Websites of this Industry Is Expected to Perform -Serious, large-scale, and systems-focused.

Critical Components on the Websites That Drive Results:

  • Services clarity

  • Project showcases

  • Enterprise-grade trust signals

Essentials:

  • No decorative fluff

  • Clear stakeholder communication

  • Strong outcomes messaging

Suggested Templates:



31. Florists & Gifting

How Websites of this Industry Is Expected to Perform -Emotional, expressive, and visually rich.

Critical Components on the Websites That Drive Results:

  • Product/service storytelling

  • Occasion-based navigation

  • Quick inquiry or order CTAs

Essentials:

  • Visual dominance

  • Emotional microcopy

  • Simple UX

Suggested Templates:



32. Health / Medical Devices

How Websites of this Industry Is Expected to Perform -Clinical, compliant, and trust-centric.

Critical Components on the Websites That Drive Results:

  • Product specs and use cases

  • Certifications and approvals

  • Demo or inquiry CTAs

Essentials:

  • Educational tone

  • Clean layouts

  • Regulatory clarity

Suggested Templates:



33. Insurance

How Websites of this Industry Is Expected to Perform -Reassuring, structured, and benefit-driven.

Critical Components on the Websites That Drive Results:

  • Policy breakdowns

  • Trust signals

  • Consultation CTAs

Essentials:

  • Clarity over creativity

  • Predictable UX

  • Emotional reassurance

Suggested Templates:



34. Interior Designing

How Websites of this Industry Is Expected to Perform -Portfolio-driven, aspirational, and story-led.

Critical Components on the Websites That Drive Results:

  • Project showcases

  • Services clarity

  • Consultation CTAs

Essentials:

  • Visual hierarchy

  • Emotional storytelling

  • Consistent aesthetic

Suggested Templates:



35. Journalism & Media Publishing

How Websites of this Industry Is Expected to Perform -Content-first, credibility-driven.

Critical Components on the Websites That Drive Results:

  • Clear content categories

  • Subscription CTAs

  • Author credibility

Essentials:

  • Readability

  • Performance optimization

  • Editorial authority

Suggested Templates:



36. Nonprofit & Social Enterprises

How Websites of this Industry Is Expected to Perform -Purpose-led, emotionally resonant, and transparent.

Critical Components on the Websites That Drive Results:

  • Impact storytelling

  • Donation or support CTAs

  • Trust elements

Essentials:

  • Emotional clarity

  • Simple UX

  • Mission alignment

Suggested Templates:



37. Outdoor Equipment & Adventure Gear

How Websites of this Industry Is Expected to Perform -Adventurous, rugged, and aspirational.

Critical Components on the Websites That Drive Results:

  • Product/service storytelling

  • Use-case visuals

  • Conversion CTAs

Essentials:

  • Strong imagery

  • Performance messaging

  • Fast UX

Suggested Templates:



38. Personal Training & Fitness Services

How Websites of this Industry Is Expected to Perform -Motivational, outcome-focused.

Critical Components on the Websites That Drive Results:

  • Program breakdowns

  • Transformation stories

  • Booking CTAs

Essentials:

  • Action-oriented copy

  • Visual energy

  • Mobile optimization

Suggested Templates:



39. Supply Chain & Logistics

How Websites of this Industry Is Expected to Perform -Operational clarity, scale, and reliability.

Critical Components on the Websites That Drive Results:

  • Service clarity

  • Industry use cases

  • Enterprise CTAs

Essentials:

  • Logical flow

  • No unnecessary motion

  • Data-driven messaging

Suggested Templates:



40. Advertising & Creative Agencies / Marketing Services

How Websites of this Industry Is Expected to Perform -Expressive, confident, and proof-driven.

Critical Components on the Websites That Drive Results:

  • Service clarity

  • Case studies

  • Strong CTAs

Essentials:

  • Clear positioning

  • Archetype consistency

  • Performance storytelling

Suggested Templates:


 
 
 

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