The 35mm rule for homepages

For a whole year I shot everything on a 35mm lens. No zoom, no options. If I wanted a closer shot, I walked closer. It was infuriating for a month and then it made me better forever.

Constraints force honesty. With one focal length, you stop hiding behind gear and start actually seeing. Composition becomes a decision instead of an accident.

Homepages need the same rule. One message per screen. Not three CTAs, not a carousel of maybes — one clear thing, then the next. Visitors scroll like a camera pans: give them one composed frame at a time.

When a client asks me to 'just add one more section,' I hear myself a year ago, reaching for the zoom. Walk closer instead. Cut the section. Say the one thing louder.