The internet as we know it offers a poor user experience. Sites are slow, track visitors and use dark patterns to get users to do what the website wants. And that’s just for starters. Scruples was founded with a vision to produce a different kind of website. Our principles balance a respect for users and business goals: 🚀 Fast websites are good for search engine results and conversions. They help users with poor or limited internet connections, too. 🙌 Inclusive sites are accessible to the widest range of users, helping business and products reach the biggest audience. Simple language helps users navigate and complete tasks. 🕵️♀️ Privacy-focused sites respect and build trust with users. They avoid slow marketing scripts and improve the UX (goodbye cookie banners, hello simple forms). 🧠 Clear websites are elegant and easy to understand, enabling users to do what they need in the shortest number of steps. We choose simplicity over complexity. 🌳 Sustainable sites are a result of all the above features. Optimized, well-built and ethical sites are good for the planet. Each of these strands is a positive principle with a clear business case. By pulling these strands together, we create websites that have a positive impact on both users and organisations. We call this positive web design. If you like the sound of this, we’d love to work with you. ✌️