About
Websites built to answer the right questions
Howdy, I'm Rebekah. I’ve been building marketing websites for nearly two decades.
I didn’t start as a designer. I started in sales and marketing, working at a small software company where the goal wasn’t to impress, it was to move people forward.
The question I was trying to solve back then is the same one that still guides my work today:
How do we make a website answer the right questions so the sales process is faster and easier?
At the time, I was learning about inbound marketing and seeing how clarity, structure, and well-timed information could change the entire sales process. When a website did its job, prospects showed up informed, confident, and ready. When it didn’t, everything stalled.
That experience shaped how I think about websites, not as design projects, but as decision-making tools.
Marketing that respects how people actually decide
I've always believed the best marketing doesn't interrupt people. It helps them understand.
Inbound marketing resonated with me early on because it focused on answering real questions, reducing friction, and letting people move at their own pace.
That philosophy still shows up in everything I build.
I don't believe a website needs to say everything. It needs to say the right things, in the right order, at the right moment.
That’s why I work with a framework I call Purpose-Driven Messaging.
Purpose-Driven Messaging
Every page has a job to do. Whether that's building trust, explaining a service, handling objections, or helping someone decide what to do next. When pages are designed around intent instead of guesswork, websites become clearer, more useful, and far more effective.
Structure before style. Clarity over cleverness. Usefulness over volume.
Design still matters. But it supports the message, not the other way around.
How this actually developed
Fibonacci Design Lab is the result of nearly two decades building marketing websites. Most of that time doing things inefficiently and wondering why.
For years, I approached every project the same way. Research frameworks. Try to find the perfect strategic approach. Build the site. Realize mid-build that the strategy wasn't quite right. Adjust, revise, overthink.
This worked. Technically. But it created decision fatigue for everyone involved, sites that required constant tweaking post-launch, and the nagging sense that there had to be a less chaotic way.
The turning point was realizing I wasn't looking for better frameworks. I needed a system for making framework decisions so I could stop researching and start building.
That system became Purpose-Driven Messaging. The four-phase process — Clarity, Content & Messaging, Design Build & Launch, and Support & Iterate — developed alongside it. Each phase designed to prevent the mistakes I'd already made enough times to recognize the pattern.
None of this is groundbreaking. It's just what happens when you do something long enough to notice what works.
What I bring to projects now: nearly two decades of watching websites succeed or fail for predictable reasons. A process designed to prevent the expensive mistakes I used to make routinely. Enough framework rabbit holes that I can tell you which ones apply when. And ADHD, which means I've optimized this entire system for decision-making clarity because my brain requires it.
This is not a philosophy. It's a survival mechanism that became a methodology.
If that resonates, we should talk.
Built for small businesses, intentionally
I work exclusively with small businesses because they don't need complexity. They need clarity.
My clients want fewer unqualified leads, better conversations, and a website that does some of the explaining before they ever get on a call.
Instead of agency-style builds or one-off creative projects, I offer strategy-led, systematized websites. Messaging shaped specifically for your business. A proven page structure based on user intent. Built to launch faster, maintain easier, and grow with the business.
