Conversion
9 min read
Landing pages that earn their ad spend
Sending paid traffic to your homepage wastes most of it. What a landing page needs, what it must not have, and how to tell whether it is working.
Read the articleInsights
Notes from building and ranking real websites
No roundups, no reheated press releases. Each piece is written by the people doing the work and exists to answer a question a client actually asked us.
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Cost & decisions
11 min read
How to replace a website without losing your Google rankings
Traffic lost in a redesign is usually lost to preventable mistakes. The redirect map, the pre-launch checks, and the fortnight that decides the outcome.
Read the articleConversion
10 min read
Your traffic is fine. Why is nobody enquiring?
When visits are steady and enquiries are not, the traffic is rarely the problem. Seven reasons people leave without contacting you, in the order we check.
Read the articleLocal search
10 min read
The Google Business Profile checklist that works
The fields that affect local ranking, the ones that do not, and the empty field that costs the most. A practical checklist for any business with a profile.
Read the articleAccessibility
9 min read
Is your website ADA compliant? How to check today
Website accessibility lawsuits keep rising. What WCAG 2.2 AA actually requires, the five failures that cause most of them, and how to test your own site today.
Read the articleAI search
7 min read
How to get cited in AI search (and what is a waste of time)
AI Overviews, ChatGPT and Perplexity cite sources. How they choose them: crawler access, server-rendered passages, entity consistency, off-site corroboration.
Read the articlePerformance
7 min read
Core Web Vitals: what actually moves LCP, INP and CLS
A practitioner's guide to the three Core Web Vitals: the real thresholds, why Lighthouse disagrees with Search Console, and the fixes that move field data.
Read the articleCost & decisions
6 min read
What a business website actually costs
Why two quotes for the same website can differ tenfold, the seven variables that move the price, and the questions that tell you whether a quote is real.
Read the articleAI search
6 min read
A fast, crawlable site is now a distribution decision
Retrieval happens on a clock. A page that is slow to serve, blocked at the edge or empty without JavaScript is not in the candidate set, however good it is.
Read the articleAI search
7 min read
Structured data, plainly: what it does and what it does not
JSON-LD will not make you rank. It removes ambiguity about who you are and what a page is. What is worth emitting, what Google retired, how to validate it.
Read the articlePerformance
6 min read
Images are usually the whole problem
Most slow pages are slow because of images. The formats worth using, how to size them correctly, when lazy loading backfires, and the five-minute audit.
Read the articleCost & decisions
7 min read
Ten questions to ask a web agency before you sign
The questions that reveal how an agency really works — ownership, scope change, who builds it, what happens after launch — and what a good answer sounds like.
Read the articleAI search
6 min read
When customers ask an AI instead of searching
The question gets longer, the shortlist gets built without you, and the comparison happens before anyone reaches your site. What that changes about your pages.
Read the articlePerformance
7 min read
The real cost of a page builder, measured
What a page-builder site actually ships: a megabyte of CSS across dozens of files, duplicated JavaScript runtimes, and a DOM deep enough to slow interaction.
Read the articleCost & decisions
7 min read
Signs you have outgrown your website
Nine symptoms that mean your site is now the constraint — grouped by cause, each with the honest call on whether it needs a repair or a rebuild.
Read the articlePerformance
7 min read
Your site is fast for you and slow for everyone else
Your laptop is the worst place to judge site speed. Why cache, CPU and network make your experience unrepresentative, and how to test like your real visitors.
Read the articleCost & decisions
7 min read
What moves a website quote up or down
An estimate is hours, assumptions and risk. Here is how the number gets built, which lines you control, and the cuts that save money without costing you later.
Read the articleWhat we write about
Three subjects we get asked about every week
6 clusters, published as we have something worth saying rather than to a content calendar.
Cost & decisions
What drives a website quote, when a rebuild is cheaper than a repair, and how to compare two proposals that do not look like the same project.
See our pricingPerformance
Core Web Vitals without the folklore: what the field data actually measures, which fixes move it, and why your Lighthouse score disagrees with Search Console.
Speed optimizationAI search
How AI Overviews, ChatGPT and Perplexity choose their sources, what you can control, and which parts of the current advice are guesswork.
AI search optimizationGot a question none of these actually answer?
Ask it. If the answer is short you will get it in a reply, and if it is long enough to be useful to someone else it probably becomes the next article.