Insights
Practical articles on websites, mini programs, business systems and AI search, written for brand and marketing teams. Each one answers a specific question.
Website motion that doesn't slow pages down
Motion on a website should support the information hierarchy, not decorate it. It works best in three places: drawing the eye to key information, giving instant feedback on actions, and showing how content relates when the view changes. Prefer lightweight animation such as movement and opacity, show first-screen content before adding motion, and load large animations or videos only when needed. Respect the system's reduce-motion setting so the page still reads and works without animation, and test on mid-range phones and slow networks before launch.
Brand retail mini programs: balancing brand expression and conversion
Brand retail mini programs are often pulled two ways: built like a brand book, they look good but don't sell; built like a discount mall, they sell but lose the brand. Divide the work by page: home and feature pages carry the brand, product pages and checkout drive conversion. One visual system runs through both so promotions still speak in the brand's voice, and the purchase path stays short with a clear next step on every screen.
How to design a financial institution's mini program to build trust
When users open a financial institution's mini program, they first judge whether the institution is trustworthy, and only then look at features. Design builds that trust through four things: restrained layout and color, a clear information hierarchy, the institution's identity, licenses and contact details placed where they are easy to find, and every step explaining what will happen. Use fewer promotional visuals and more order and white space.
What materials to give your designers before a website redesign
Before a website redesign starts, the client should hand the designers five kinds of material: brand assets (logo source files, brand colors, fonts, image rights), content and who owns it (who supplies and who approves each section), accounts and access (domain, server, analytics, search engine webmaster tools), data from the old site (traffic and the pages search brings visitors to), and how decisions are made (who signs off, how many review rounds). Starting with all of this in hand means less rework.
What to check in the week before your mini program launches
In the week before a mini program launches, acceptance checks come down to five things: run the main flows on several real phones, see how pages behave on poor or no network, self-check against the platform's review rules, confirm analytics events report correctly, and write down launch-day roles and the rollback plan. Clearing these five before submitting for review saves a round of rework.
How to connect registration, booking and check-in on event and expo websites
Registration, booking and on-site check-in on an event website are the same attendee data used at three moments. Start with one record per person: collect what you need at registration, deduct places by session at booking, and accept only that record at check-in. The website handles registration and information; high-frequency booking and check-in go into a mini program, with both sharing one back end.
How to plan a website's information architecture so visitors can find things
Organize a company website's sections by what visitors are looking for, not by your departments. List the main visitor groups and the tasks each wants to complete, group the content into five to seven top-level sections named with the words visitors search for, then check the result against two rules: anything can be found within three clicks, and every page has a next step.
Does your company website need an English version? Structuring content in two languages
Before deciding on an English version, check three things: will overseas clients, partners or investors visit the site; will anyone keep the English content updated; and do English-speaking visitors look for the same information as Chinese-speaking ones. If you build it, let both languages share one section structure and rewrite key pages around English readers' questions instead of translating the whole site line by line. Give each page its own URL with a counterpart in the other language, so visitors can switch and search engines and AI assistants can match them.
What to put on your homepage: what visitors need to see in the first ten seconds
In their first ten seconds on a homepage, visitors look for three answers: what the company does, how well it does it, and where to go next. Order the homepage around these questions: one line of positioning on the first screen, two or three representative cases and client names to show capability, then clear entry points to services and contact details. Everything else goes on second-level pages; the homepage does not need to cover it all.
How to write a case study page visitors will read to the end
A case study page is where visitors judge whether a company can handle their project. A good one answers four questions: who the client is, what needed solving, what was done, and what resulted. Add visuals that show the quality of the work, and categorize cases by industry and service type so visitors find projects like theirs within seconds.
What to keep doing after your website launches
Launch is only the start. For a website to keep bringing in inquiries and being found by search engines and AI, five things need ongoing work: content updates, technical checkups, search and AI visibility, data reviews, and security and backups. Each needs a set frequency and an owner, and the back end and workflows should be designed for them when the site is built.
Mini program, H5 or app: which should come first
For most companies' first mobile product, a mini program or H5 page is the safer start: users don't download anything, and it spreads through WeChat and links. Consider an app when users need frequent, long-term use, push notifications, offline access or complex interaction. Decide on four things: where users come from, how often they use it, what business it carries, and who will run it afterwards.
Template or custom build for your brand website: how to decide
With little content, a fixed structure and a short timeline, a template site is enough. With many sections, business functions such as registration and booking, a brand that needs to stand apart from competitors, or a long-term aim of being found by search and cited by AI, custom is the better fit. Decide on five things: content structure, brand expression, business functions, ongoing maintenance, and the need to be found in search.
How to make your website easier for search engines and AI to cite
To have a company website found on Baidu and cited by AI assistants such as Doubao and DeepSeek, the key is not publishing more articles but five things: state who you are, let crawlers in, put the content in the page itself, keep dates and URLs trustworthy, and have each page answer one specific question.