Before there’s a homepage…
Before there’s a call-to-action button…
Before there’s a sitemap or a Figma board…
There’s a sketch.
A real one. On paper. With a pen.
It might sound old-school in a world full of AI design tools and digital prototyping—but at napkin marketing, that’s how we still begin every client website project. Because the best ideas? They usually start on a napkin.
Blame Don Draper (and maybe Jon Hamm)
The inspiration behind napkin marketing? It actually came from one of my favourite fictional marketers: Don Draper from Mad Men.
There’s this iconic scene—Don, in his element, sketching a big campaign idea on the back of a cocktail napkin just before delivering one of his legendary pitches. That scene stuck with me. The simplicity, the clarity, the creative spark.
(And yes… maybe also because Jon Hamm makes everything look cooler.)
So, when I launched napkin marketing, that napkin became more than a metaphor. It became a process.
Because let’s be honest: whether it’s a yacht charter website or a staffing agency homepage, great strategy still starts with a scribble.
Why Sketch First?
Drawing out a website wireframe before we jump into design helps us:
- See the big picture (and the user journey)
- Focus on flow and layout, not fonts and buttons
- Iterate faster, without digital friction
- Involve the client early in the process
It also sets the tone for everything we do: creative, strategic, fast-moving, and grounded in real marketing thinking.
Sketch to Site: Real Examples from Our Clients
Here’s how our sketches come to life, using three client sites we recently launched. Below, you’ll see the original wireframe alongside the final live site—and a peek into what made each one special.
1. Sail La Vie Yacht Charters
Toronto & The Bahamas
Custom yacht rental and sailing experiences
This project was all about romance, escape, and luxury—but we had to get there without overwhelming the visitor. My sketch focused on three key things:
- Gorgeous full-screen imagery
- A clear flow into the Sailing Itinerary and Destinations section
- Dedicated space for the Sailing School offering
In the final site, we kept the design airy and visual, while layering in SEO, smooth navigation between charter and school pages, and strong CTAs.
Sail La Vie Website
2. Montessori Training School
Toronto, ON
Teacher certification programs for ECEs, newcomers, and career-changers
This site needed to balance information and inspiration. We had to:
- Explain the Montessori teaching philosophy
- Appeal to several types of prospective students
- Drive downloads and inquiries (career guides, info sessions, contact forms)
My wireframe emphasized micro-conversions—those small “yes” moments that move someone closer to registering. We added clear paths, visualized the student journey, and built in lead gen throughout.
Montessori Teachers College Website
3. Depot Staffing Plus
Canada-wide
Warehouse and general labour staffing agency
This site had to be fast, clear, and conversion-focused. My sketch zeroed in on:
- Showing both audiences—employers and job seekers—front and center
- Highlighting key regions and industries served
- Providing simple ways to connect or apply
We kept the layout bold, clean, and mobile-first. The final design makes it easy for users to understand who Depot Staffing Plus is, what they do, and how to take action—within seconds.
Depot Staffing Plus Website
From Pen to Pixel—And Why We Still Do It
Yes, I still sketch websites by hand. Because when you’re building a site that needs to communicate clearly, convert effectively, and reflect your brand’s story—you don’t start with Canva. You start with a Sharpie.
Our sketches are quick, messy, full of arrows and annotations—but they’re also strategic, aligned, and wildly effective. They get the job done before the “design” ever begins.
Want Us to Sketch Your Next Website?
Let’s bring your next digital project to life—with vision, creativity, and maybe a cocktail napkin or two.
Book your free strategy session here »
About the Author
Adina Zaiontz is the Founder and Creative Director of napkin marketing, a Toronto-based digital agency specializing in web design, SEO, and lead generation. She believes in the power of storytelling, user experience, and a good Sharpie. Her sites convert. Her clients grow. And she might still be rewatching Mad Men for “research” purposes.
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