Joy Under The Skin.

Julie works alone and draws every design to order, so whether someone books with her comes down mostly to whether they like her style.

She also doesn’t release dates on a rolling basis, only in set booking windows. Both need explaining before anyone gets in touch.

The portfolio is right at the top, because it’s her strongest argument. More of her work is on Instagram, which she updates more often.

Booking has its own section explaining how the windows work, so people stop writing outside them. The FAQ covers what almost everyone asks, from how much it hurts to aftercare, so Julie doesn’t have to answer the same questions over and over. The site is in Czech and English.

Julie tattoos fine lines, flowers, sprigs and small motifs, and the whole look follows from that. The logo is thin and hand-drawn, the type light and airy, and the portfolio sits on a background that looks like handmade paper with pressed plants. The site feels like her sketchbook rather than a studio with neon signs and black walls.

The opening photo shows Julie at work, with her own tattoos visible on her shoulder. We kept the colours warm and muted so that nothing competes with the photos of finished pieces. Many people come to Julie for their first tattoo, and a calm, light site tells them there’s nothing to be nervous about.

The menu follows the order in which a client’s questions come up: what she does, who she is, what people usually ask, how to book and where to find her. So booking comes after her work, because people only start thinking about dates once they know they want a tattoo from Julie in particular. Links to Instagram, Facebook and email are there from the opening section, as many people want to look through her profile first.

Portfolio photos are square, as on Instagram, and on a phone they scroll under the thumb in just the same way. The FAQ and booking are separate sections, so someone who only wants to know about pain, or only about dates, finds the answer without reading the whole page.