Web & Digital
Practical thinking about website structure, copy, forms and the journey from a first visit to a useful enquiry.
A clearer call to action can beat a louder one
A call to action is a small piece of writing with a large responsibility: it asks someone to commit to the next step. If that step is unclear, a brighter colour or larger button may simply make the uncertainty more visible. Explain the commitment Look at your own...
Search rankings need a commercial reading
A strong search position is useful information. It is not the same thing as a customer choosing your business. When visits change, the diagnosis needs to connect visibility with the decisions visitors are trying to make. Separate different kinds of searches A person...
Social-first businesses still need an owned destination
A social account is often the quickest place to introduce an idea. It provides a familiar publishing tool and an audience that is already there. That convenience does not answer every question a potential customer will eventually ask. Give the website a specific job...
Campaign landing pages should keep the promise made by the ad
A paid campaign can make a specific promise, then send people to a homepage that asks them to start the search again. The advertisement has done its job. The destination has changed the conversation. Start with the promise, not the template Imagine an advertisement...