Sometimes it’s as simple as finding the right theme, with the right elements and everything else falls into place. It was the search for the unicorn, a theme that didn’t look like a website. Being an advocate for a better user experience I hesitate creating unfamiliarity. Also, ever since the rise of the mobile scroll, design options have been limited.
The first site was built with the very popular Avada theme. When there are too many options, decisions are never resolved. And with speed an important SEO factor, a lightweight, clean code theme is very user friendly. The other issue is shortcodes, using a plugin or page builder for shortcodes gives you the freedom to easily change themes.
As soon as I saw the Elementare theme I knew I found a flexible theme with unique qualities. A couple of weeks everything was falling into place.