Web & Digital
Practical thinking about website structure, copy, forms and the journey from a first visit to a useful enquiry.
How to build a landing page that earns the enquiry
An ad gets someone interested. A landing page has to make that interest worth acting on. That is a different job, and it deserves more thought than a large headline above a contact form. Before anyone opens a design tool, write down what the visitor has been promised....
How to structure a homepage around the decisions your customers make
Your homepage is where competing priorities meet. Sales wants enquiries. Recruitment wants candidates. Every service team wants visibility. The result can become a company directory with a marketing headline attached. Start by deciding which visitor journeys matter...