Every site we plant has to earn its keep. It sells, it informs, or it doesn't get built. Fundamentals first — clear CTAs, on-page SEO, Lighthouse 100 — then we branch into the interesting work. We call that bar the Gravity Standard: the new standard everyone will gravitate to.
The Gravity Standard isn't a slogan — it's the four pillars every engagement is measured against before we ship. If a build doesn't clear all four, we don't release it.