Your Website Isn’t a Brochure
This month I’ve been deep in the redesign of Wheelbase.com. It’s been a chance to rethink what a website can be — not just a refresh or a facelift, but a shift in how a company shows up online.
A lot of people still treat their websites like digital brochures. They fill the pages with information, maybe add a few nice visuals, and call it done. But websites have grown up. They’re living systems that should adapt, guide, and convert. A great website isn’t something you launch and leave. It’s something that learns.
Learning Through Redesign
When I started on Wheelbase, my first question wasn’t what should it look like — it was what should it do.
Wheelbase serves a mix of audiences: rental operators, insurance partners, and enterprise fleets. Each has different needs, goals, and entry points. So instead of designing static pages, I built a system of modular sections that could scale with the product.
A brochure tells people who you are. A system shows them what you can do for them and evolves as you do.
Designing With Purpose
I spend a lot of time mapping how content connects to intent. What questions are people asking when they land on the site? What needs to happen before they click “book a demo”?
Good websites meet users where they are. They use structure and storytelling to guide without overwhelming. For Wheelbase, that meant balancing clarity with depth — giving people the information they need without drowning them in features.
When every section has a job to do, the whole site works harder.
Collaboration in Motion
I work closely with the Wheelbase product and marketing leads, translating their ideas into patterns that can grow. We talk about the future — new products, different customer types, upcoming integrations — and how the website can flex for those changes.
Those conversations are what make the design feel alive. It’s not just about pixels. It’s about building something that keeps earning its keep.
The Human Side of Systems
Even though I’m designing systems, what drives the work is empathy. The goal isn’t to automate people out of the picture. It’s to make their experience clearer, faster, and more meaningful.
Every decision comes back to the same questions:
Does someone feel understood when they land here?
Can they quickly see how this product helps them?
Would they trust this company based on what they just experienced?
That’s not marketing. That’s design doing its job.
Looking Ahead
The new Wheelbase site will launch soon, but it won’t be finished because websites never are. It’s built to grow, evolve, and respond as the company changes.
That’s what I love most about web design. When done right, it’s never just a deliverable. It’s a living part of the business.
Your website isn’t a brochure. It’s a system that should keep working long after you close the tab.
