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NIKITA
KOTOV — website development for small and mid-size businesses

Work02 case studies · 2025–2026
Главный зал Остановка CORD Зал DRIFT Зал ASH: лого из дыма
Case 01NONE MOREClothing brand · 3D museum · 2026
Первый экран Выбор квартиры Вид из квартиры Способы покупки
Case 02GladʹBusiness-class housing complex · sales site · 2026

I show why you’re better. Websites for small and mid-size businesses.

01 — Approach

A site that explains, why people pick you

Your customer opens three sites and compares. If yours doesn’t show the difference, they’ll go with the cheaper one. So substance first, visuals second.

  • /01

    Who it’s for

    I pin down your audience and how much they already know (the Hunt Ladder+ awareness model).

  • /02

    Competitor gaps

    I find where competitors are weak and turn it into your advantage.

  • /03

    USP

    One line that makes it obvious why people pick you.

  • /04

    The hook

    What pulls visitors in and nudges them to get in touch.

02 — Who it’s for

Small and mid-size businesses with a real product and real customers, but a weak website that doesn’t say why you’re better.

Anywhere the site actually shapes the decision. Both the image and the leads.

  • 01

    B2B and equipment

    A complex product has to make sense in ten seconds

  • 02

    Real estate

    A million-dollar decision: the site has to earn trust before the first meeting

  • 03

    Furniture

    Show material and size without a showroom

  • 04

    Online stores

    The product page decides whether they buy or leave

  • 05

    Premium services

    Explain why people should pay more

03 — Who you are

Sound familiar?

Eight situations clients come to me with. Find yours and I’ll match it with the right package and a price ballpark.

Look expensive

Sell more

Both

Test and launch

Need the image

The site has to look expensive

A good fit if

  • The product is great, but the site looks cheaper than you are
  • You sell high-ticket or you’re moving up to bigger clients
  • You want a site people remember and forward

What you get. Strong visuals, scroll animation and, if you want it, a 3D scene.

Package: Visual-first · 3–4 weeks

Price this option

04 — Who I am

A project manager who picked up a bit of everything

I run projects, and along the way I picked up marketing, design and development. That’s enough to take a site from research to launch myself, with no handoffs between contractors.

  • MarketingI research customers and competitors, then build your USP and offer
  • DesignI design the layout and animation around your business, not from a template
  • DevelopmentI build and launch: fast, with analytics and an SEO foundation

I used to sell banking products, so I know customer objections firsthand, not from a textbook.

Telegram Instagram · teardowns and memes ↗
Nikita Kotov — project manager, web development and marketing
Nikita Kotov · project manager

05 — Work

Case studies

The folders in the first screen lead here. The case sites themselves are in Russian.

  • 01

    NONE MORE

    Clothing brand · 3D museum · 2026. A store concept for a clothing brand that sews its own pieces: five items, 30–50 copies each, no restocks. The job is to sell scarce things at full price, no discounts.

  • 02

    Gladʹ

    Business-class housing complex · sales site · 2026. A concept site for a fictional business-class housing complex: three waterfront towers of 42, 36 and 30 floors, 12 minutes to the business district, 551 apartments. The goal: requests, bookings and visits to the sales office.

06 — Process

Five stages

Design starts only after we’ve agreed on the substance.

  1. 01

    Research

    Who you’re better for, and how

    • Audience
    • Hunt Ladder+
    • Competitors
    • USP
  2. 02

    Document

    Strategy before design

    • Screen structure
    • Offer
    • Sign-off
  3. 03

    Materials

    Everything you need, collected

    • Copy and photos
    • Access
    • I’ll help if you have none
  4. 04

    Design

    An approved mockup

    • Concept
    • Animation
    • 3 rounds of revisions
  5. 05

    Launch

    The site on your domain

    • Development
    • Forms and analytics
    • Speed

07 — Pricing and request

Let’s price it
and talk

1 · What we’re building

2 · Package

3 · Extras

50%
upfront, the rest before launch
3
rounds of design revisions
PDF
contract: scope, timeline and price

4 · Estimate ·

from $0

    By clicking the button, you agree to the processing of your contact details to reply to your request. Details in the Privacy policy (in Russian).

    08 — FAQ

    The short version

    “Sales-first”: more research and copywriting, clean design. “Visual-first”: bold design and animation, lighter research. “Both”: full research and a strong visual. “Idea test”: a fast, simple site to test an idea or product with real leads.

    50% upfront before work starts, the other 50% before the site goes live. It’s all in the contract.

    A landing page takes 1 to 6 weeks depending on the package, a multi-page site 2 to 9, an online store 2 to 12. The calculator above shows the timeline for your setup; I’ll give you an exact one after your request.

    A description of the goal, a link to your current site, and any copy and photos you have. If you have no materials, I’ll help with the copy.

    Yes: 15% off any package if you come by referral from one of my clients. Just name the person who recommended me in your request.

    You send a request first, then we agree on a time for a short call.

    Yes, we’ll discuss the terms separately after launch.

    I build in the SEO foundation: heading structure, meta tags, fast loading, a sitemap and structured data. The content sits in the page code rather than loading via script, so search engines can read it. Ranking for specific queries is a separate service.

    Case 01 · Clothing brand · 3D museum · 2026

    NONE MORE — a museum of one collection

    A store concept for a clothing brand that sews its own pieces: five items, 30–50 copies each, no restocks. The job is to sell scarce things at full price, no discounts.

    1. 01ResearchWho you’re better for, and how
      Audience
      Men, 22–35, from big cities. They wear basics, are tired of mass-market brands and will pay more for something not everyone has. They choose with their eyes and buy on their phones.
      Traffic source
      External: Instagram and Telegram style channels, creators’ Reels and stories, drop announcements. People arrive already familiar with the brand, so the site needs no promos, filters or retention tricks: it confirms the decision and leads to the cart. The lack of “marketing” on the site is deliberate.
      Hunt Ladder+
      The customer is on steps 3–4: looking for “not like everyone else” and comparing local brands. The first screen sells the idea, a hall sells one piece, the cart removes doubt. The “+”: sold pieces go to the archive and the buyer waits for the next exhibition.
      Competitors
      Local basics brands sell through a catalog grid and discounts. Drop brands use scarcity, but their site is a template. Nobody shows a limited run as a value of the site itself.
      USP
      “Five pieces. The run never repeats.” You don’t buy a model, you buy one copy: a number on the label, “No. 19 of 30” on the card, a certificate of authenticity.
    2. 02DocumentStrategy before design
      Screen structure
      Main hall: a character in a full look, the camera circles the four pieces they wear. Then a hall per piece and a cart that holds copies. No catalog or filters: five pieces need no search.
      Offer
      “Nothing extra. There will be no more.” Each card shows the copy number, how many are left and the full price.
      Sign-off
      The “museum of one collection” concept and its vocabulary: exhibit, hall, archive. Prices from 13,900 to 47,900 RUB.
    3. 03MaterialsEverything you need, collected
      Copy and photos
      Hall headlines, plaques, cart copy. Product photos and hall backgrounds were generated to fit the concept.
      3D
      Models of the pieces and the character were made from photos (Tripo) and cleaned up in Blender: 2M → 80K polygons, face texture retouched.
      If you have no materials
      The brand had no shoot and no models, so the whole visual was built from scratch.
    4. 04DesignAn approved mockup
      Concept
      A store as a museum: every piece gets its own hall — a volcano, a snowy pass, an archive, a concrete atrium with water. The interface is a frosted-glass shell. Fonts: Inter Tight, Cormorant Garamond, IBM Plex Mono.
      Animation
      A scroll-driven fly-around of the character. In the ASH hall a sneaker burns up and the ash gathers into the logo. Snow, dust in a lamp beam, mist over water — all real time.
      Revisions
      The podium matches the hall photo, the character’s face is clean up close, text stays readable over the scenes, and there is a mobile version.
    5. 05LaunchThe site on your domain
      Development
      React Three Fiber, GSAP ScrollTrigger, Lenis. Every stop of the fly-around and every hall has its own link — the files in this folder open right there.
      Forms
      A cart that holds copies for 15 minutes and requires a phone number.
      Speed
      Starter code is 154 KB, Three.js loads separately and is cached, halls load on demand. Models are 1.4–1.9 MB, the 4K face texture loads on desktop only.

    Project files ·09

    Open site(site in Russian)

    Case 02 · Business-class housing complex · sales site · 2026

    Gladʹ — a site that sells apartments

    A concept site for a fictional business-class housing complex: three waterfront towers of 42, 36 and 30 floors, 12 minutes to the business district, 551 apartments. The goal: requests, bookings and visits to the sales office.

    1. 01ResearchWho you’re better for, and how
      Audience
      A family with a child (the main one): 32–42, household income RUB 400–700K a month, moving up from a comfort-class two-bedroom; school, a car-free yard and a family mortgage matter. Investor: 35–55, 1–2 units, looks at the launch price and liquidity. “Upgrade for myself”: 28–40, IT and business — view, services, move-in-ready finish.
      Traffic source
      External and paid: Yandex Direct on “apartments by the water” and “business class” queries, listings on CIAN and Domclick, VK and Telegram ads, outdoor ads with a QR code. People arrive with a ready query, so the site answers at once: water view, price, timer, a pick button. It doesn’t warm anyone up, it turns a visit into a request — which is why all the marketing mechanics live on it: discounts, timer, monthly payment, quiz.
      Hunt Ladder+
      The buyer is on steps 3–4: already wants a new build by the water and keeps 4–5 competitor sites open. The site doesn’t explain why to buy, it helps choose: apartment, payment, booking. The “+” after the request: construction progress, escrow, documents, a personal manager.
      Competitors
      Reviewed 9 sites: City Bay, Set, Veer, Will Towers, River Park, Upside Towers, High Life, Twelve, INDY Towers. A “name + phone” form: 9 of 9; master plan and 3D tour: 5; promos: 4. The strong moves are scattered: a discount with a date in the catalog row (Will Towers), a view filter (River Park), a price timer (Veer). Nobody shows the monthly payment in the catalog or lets you pick an apartment on the facade without leaving the page.
      USP
      “Water is visible from every apartment”: the towers step down, so the river shows even from lower floors and from courtyard windows. It’s verifiable: every unit lists its view.
    2. 02DocumentStrategy before design
      Screen structure
      One path: “see the view → pick a floor → understand the payment → leave a request.” First screen, apartment picker (tower → floor → plan or list), ways to buy with a calculator, specs, view from the window, club, family, location, quiz, construction, developer, showroom booking.
      Offer
      “Life by the water”: price from RUB 15.0M on the first screen, a price-increase timer and an outlet — discounts until Nov 30 with a “−N%” badge on floors and in the catalog.
      Sign-off
      The first version had two apartment pickers and three calculators, where buyers got lost. I merged them into one picker with “On the plan / List” and one “Ways to buy” block.
    3. 03MaterialsEverything you need, collected
      Copy and prices
      The specs — ceilings, utilities, parking, transport — follow the sales knowledge base and the descriptions of Sydney City, Jois, Amber City, INDY Towers. Prices follow those complexes: a one-bedroom about RUB 22M, a two-bedroom 31M, a three-bedroom 42M, more with height and a river view.
      Photos
      About 30 frames generated in Higgsfield. The building is a separate element built from a reference, so the towers match across frames. Faces on the family frame kept breaking, so the family was reshot from behind.
      If you have no materials
      Everything from scratch: visuals, 551 units with floor plans, six developer projects, a district map, documents, a logo.
    4. 04DesignAn approved mockup
      Concept
      “Gladʹ” (Гладь) is the Russian word for a still water surface, with the towers reflected in it. The logo is three bronze verticals at the towers’ heights above a waterline, plus their reflection. Palette: graphite, milk stone, facade bronze. Square corners, thin lines, narrow caps in the spirit of High Life. Orange only for discounts, so a promo reads instantly.
      Marketing in the interface
      Tricks from FSK and MR: a price-increase timer, “%” on discounted floors, a monthly payment in every row, favorites, a “three apartments in a minute” quiz. From Pioneer — a strict menu with quick “Outlet” and “View” filters.
      Animation
      A district map: pick a place, a road is laid from the complex and the camera zooms in or out by distance. A live “View from the apartment” frame: the interior and the city are separate layers, and the city follows the mouse. No 3D: it would slow the path to a request.
      Revisions
      The logo overlapped “Favorites,” the burger animated asymmetrically, on mobile the headline covered the face, and elevator labels competed with the floor plan. Fixed.
    5. 05LaunchThe site on your domain
      Development
      React, GSAP ScrollTrigger, Lenis. All 551 apartments are priced by one set of rules (type, floor, orientation), so the plan, catalog, card and calculator show the same sum.
      Forms
      One request modal for the whole site. The context attaches itself: unit, program, payment, tour slot, quiz answers. The manager calls already knowing what to sell.
      Speed
      System fonts — 0 KB of fonts, CSS 21 KB and JS 139 KB gzipped, photos in WebP, no 3D or video on the first screen.

    Project files ·09

    Open site(site in Russian)