Roshanak Kavian
Co-Founder and CEO of Indigo Mars, a Los Angeles marketing agency.
Indigo Mars evaluates a website by whether it actually converts visitors into customers, not by how impressive it looks in isolation. This is the same principle covered generally in this blog's guidance on signs a website is costing a business customers — applied directly to how web and app projects are actually approached, from the first decision through to what gets built.
Function Over Aesthetics, Without Sacrificing Either
A visually polished site that loads slowly, confuses visitors about what to do next, or fails on mobile is a genuine liability regardless of how it looks in a screenshot. This doesn't mean design doesn't matter — it means design decisions get evaluated against whether they help or hurt a visitor's actual path toward becoming a customer, not against a purely aesthetic standard.
Technical AI Search Foundations Are Built In, Not Bolted On
Structured data, crawlability, and the technical groundwork covered throughout this blog's AI visibility content aren't treated as a separate, optional add-on layered on after a site is built — they're part of how a site gets built in the first place. A site that looks correct but is technically invisible to search engines and AI systems isn't actually finished, regardless of how the design turned out.
What This Looked Like on This Site Itself
This same approach shaped indigomars.com directly — structured data, a maintained sitemap, and crawlable content built in as part of the site itself, not treated as separate technical debt to address later. The same standard applied to client work is the standard this site holds itself to.
Where to Go From Here
This connects directly to the broader agency approach in About Indigo Mars, alongside the parallel methodology behind paid advertising and content and social work.
Not sure whether your own site is actually built to convert, or just to look good? Get in touch and we'll take a look.
