Step 1
Plan before we build
We map your visitors and their intent first.
CRO Goat
Brand guide
How CRO Goat looks and sounds, taken straight from crogoat.net. Click any value to copy it.
- 01Logo
- 02Color
- 03Type
- 04Shape and buttons
- 05Imagery
- 06Voice
- 07In use
01
Logo
The wordmark is the logo. The goat on its own is for small and square spaces: profile pictures, favicons and the app icon.
Try it on
Clear space
Leave space around the logo equal to the height of the capital letters. Keep text, edges and other logos out of it.
Minimum size
Below these sizes the goat turns into a smudge. Switch to the goat on its own instead.
110px on screen, 30mm in print
24px on screen, 8mm in print
Please don't
02
Color
CRO Goat Blue does the heavy lifting. Highlighter yellow picks out the words that matter. Everything else stays quiet.
How much of each
Text and background pairs
AA passes for body text. AA Large passes for headings 24px and up, or 19px bold. Anything marked Fail should not carry words.
03
Type
Headings are bold with tight letter spacing. Buttons and most headings are sentence case. No all-caps.
Type tester
Win more customers with a website built on strategy.
Type scale
Emphasis
Two ways to pick out the words that matter in a headline. One or two phrases per headline, never a whole sentence.
Win more customers with a website built on strategy
Same traffic. 3x the customers.
04
Shape and buttons
Pill buttons, softly rounded cards, and the notch at the bottom of the hero.
Cards
White on Cloud, 20px corners, a long soft shadow and a faint hairline.
The notch
The hero ends in a shallow point, 70px deep, that leads the eye down into the page. Used once per page, on the hero.
05
Imagery
Illustrated people doing the work, and real faces for proof.
Illustrations
Cut-out 3D characters at desks, mid-task, on no background. They show the process: planning, building, improving.
People
Real photos, outdoors or in natural light, relaxed rather than corporate. Clients appear with their name and business next to what they said.
Do
- The same 3D character style throughout
- Transparent backgrounds, so they sit on Cloud or white
- Real client headshots, named
Don't
- Stock photos of handshakes or laptops
- Flat vector people next to the 3D ones
- Faces without a name
06
Voice
A strategist who tells you the truth. Short, direct and specific, like a message from someone who knows what they're talking about and doesn't need to prove it.
Strategy first
Lead with the thinking, not the pixels. "We plan around your customers and traffic, then build a site that converts."
Say the thing
The point arrives in the first sentence. "Most websites look great and sell nothing."
Be specific
Numbers, names and the actual problem. "Same traffic. 3x the customers."
A partner, not a vendor
Straight talk, one person to another. "I'll tell you when I think you're wrong."
Show, then ask
Point at the problem before offering the fix, and make one ask at a time.
Words we use
Words we avoid
US spelling on the site. No em dashes anywhere.
Not this
We offer a comprehensive suite of conversion optimization solutions to take your online presence to the next level.
This
Most websites look great and sell nothing. We plan around your customers first, then build a site that turns visitors into bookings.
07
In use
Based in Leeds, United Kingdom
Win more customers with a website built on strategy
We're web strategists first. We plan around your customers and traffic, then build a site that converts.
Request your free web reviewSame traffic. 3x the customers.
Only the website changed.
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